Submitted by SocialChain

Launching a top-rated fragrance ad on TikTok and Instagram with Montblanc

Influencer Marketing

SocialChain built a six-creator storytelling campaign on TikTok and Instagram for Montblanc Explorer Platinum, reporting a +294% increase in intent to purchase.

1TikTok top ad ranking (Fragrances &
10mimpressions
+294%increase in intent to purchase
34mlink clicks

Case in 60 seconds

Montblanc needed to launch Explorer Platinum into a fragrance market the page calls crowded and competitive, and the task was twofold because awareness had to be raised among a younger demographic and then converted into purchase intent.

The campaign appears to turn on the reading that a younger fragrance audience responds to a creator's own account of what drives them rather than to product photography, so self-discovery became the entry point into the scent.

Explorer Platinum was positioned as a companion on the journey of self-discovery rather than as a scent, with six creators cast as modern-day explorers whose personal adventures carried the franchise story.

SocialChain ran three platform-specific activations on TikTok and Instagram with six creators handed the creative reins, each briefed to embody Explorer Platinum through personal adventure, whether physical, emotional or creative.

SocialChain reports a +294% increase in intent to purchase, nearly 34m link clicks and 10m impressions, and reports the work was ranked #1 top ad by TikTok in Fragrances & Perfume.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

A younger demographic in the fragrance market, addressed as modern-day explorers on a journey of self-discovery and modern adventure.
Luxury fragrance advertising trades on polish, while the audience the campaign set out to reach was addressed through creator storytelling the page describes as having no filters and no fluff, so the work had to read as genuine without giving up the brand's association with luxury and sophistication.
The page describes the fragrance market as crowded and competitive, which meant a new franchise entry had to be distinguishable at the point of scroll rather than at the point of shelf, and static perfume advertising was the format the campaign set out to replace.
Explorer Platinum was cast as an essential companion on a journey of self-discovery and modern adventure rather than as the subject of the content, which left the creators' own narratives in the foreground.
Based on the available evidence, the campaign assumed a younger audience would accept a fragrance recommendation embedded in a creator's account of personal adventure, because the endorsement arrives as part of a story the audience already follows rather than as a separate product claim.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • SocialChain (lead_agency)

Creator role

  • Anthony Lee — creator
  • Carl Cunard — creator
  • Ehis Ilozobhie — creator
  • Jordan Bunker — creator
  • Josh Cuthbert — creator
  • Tega Alexander — creator
  • six culturally relevant creators

Results & Evidence

MetricValueResult type
TikTok top ad ranking (Fragrances & Perfume)#1 ranked top ad by TikTok (Fragrances & Perfume)performance
impressions10m impressionsimpressions
increase in intent to purchase+294% increase in intent to purchaseperformance
link clicksNearly 34m link clickstraffic

Why SocialChain's strategy worked

  1. 1

    Handing creative control to a small cast selected for individuality appears to suit franchise fragrance launches, because the product claim is carried by each creator's own account rather than by a single brand-authored film repeated across placements.

  2. 2

    Building three platform-specific activations rather than one asset adapted twice suggests the campaign treated TikTok and Instagram as separate storytelling surfaces, which is consistent with a platform ad ranking rather than reach alone.

  3. 3

    Casting across menswear, photography, grooming, fitness and culture creators gives a single fragnance proposition several distinct routes into an audience, which reads as a hedge against any one creator's community failing to convert.

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