How We Helped Surrati Achieve Exceptional Success with a TikTok Campaign on Saudi National Day

During the Saudi National Day season, the timing was ideal to launch a digital campaign that reflects national pride and strengthens the emotional bond between brands and their audience. With that in mind, our agency led a fully integrated advertising campaign on TikTok for Surrati Perfumes—one of the oldest Saudi perfume brands, founded in 1929. Today, the brand has a strong presence within the Kingdom and beyond, with over 200 stores worldwide.

The challenge wasn’t simple. Surrati was aiming to grow its digital presence and reach a new generation of users without losing its original identity, which is rooted in quality, craftsmanship, and authenticity. The campaign's goal was to speak the language of TikTok, but in the spirit of Surrati.

To achieve that, we designed a precise strategy focused on portraying perfumes as part of everyday life showcasing both luxury and simplicity in a way that aligns with the national occasion.

We began content development by combining two main types:

1. High-end professional productions that presented the products in visually stunning ways.

2. Authentic content by Saudi creators who featured the perfumes as part of their daily routine.

This blend created a more genuine experience and a deeper connection with the audience steering away from the feel of traditional advertising.

On the advertising front, we used smart native formats within TikTok itself, most notably the Spark Ads format. This allowed us to promote organic content published by Surrati’s account or by collaborating creators boosting credibility and significantly increasing engagement.

We also activated Smart+ Web Campaigns, an AI-powered tool designed to target the users most likely to purchase or engage. The tool continuously optimized performance based on real-time data.

But we didn’t stop at launch. We adopted a “test and learn” approach experimenting with different ad versions, tracking their performance in real-time, and adjusting targeting, messaging, or timing to achieve the best results.

The outcome exceeded all expectations.

• The campaign achieved over 8.4 million impressions

• Generated more than 167,000 clicks to Surrati’s website in a very short time.

• Most importantly, the Return on Ad Spend (ROAS) ranged between 4.38 and 4.83 meaning every riyal spent brought back four to five times in value. A strong indicator of commercial success.

This experience strengthened our belief that TikTok is no longer just an entertainment platform, but a strategic space for brand building and delivering real results. With authentic content, a deep understanding of audience behavior, and the right ad tools, even traditional brands can reintroduce themselves in a fresh and impactful way.

This wasn’t just an ad campaign it was a success story showing the powerful blend of smart content, the right platform, and perfect timing. We’re proud to have led this achievement with the Surrati team and see it as a model for high-impact seasonal campaigns.

If you're a brand looking for an effective way to appear and connect genuinely with your audience on TikTok we’re here to help. Reach out, and let’s build your next success story.