House of Marketers, a global TikTok and social media marketing agency, partnered with Azha Perfumes to execute a creator-led influencer and UGC campaign across TikTok, Instagram, and YouTube.
The campaign was designed to introduce Azha Perfumes to Gen Z and Millennial audiences by translating fragrance into emotion, memory, and personal expression. Over a 10-month campaign period, the activation generated 3.3M+ video views and delivered engagement rates as high as 6.1%, outperforming the fragrance industry benchmark of 3.8%.
Rather than relying on traditional luxury advertising, the strategy prioritised authentic creator storytelling to communicate sensory value in a category where physical experience is not possible online.
Read Azha Perfumes Influencer Marketing Case Study Here
The Campaign: Marketing a Sensory Product Without Physical Experience
Fragrance is one of the most challenging categories to scale through digital marketing. Consumers cannot smell a product through a screen, and traditional advertising often struggles to convey emotional depth or personal relevance.
Azha Perfumes faced three key challenges:
- Standing out in a saturated luxury fragrance market
- Communicating emotional and sensory value without in-store sampling
- Building trust with Gen Z and Millennial audiences who prioritise authenticity over polished brand ads
House of Marketers was tasked with building sustained awareness and relevance through creator-led storytelling rather than short-term promotional bursts.
The Strategy: Turning Emotion Into Engagement Through Creators
Instead of leading with polished brand visuals, House of Marketers developed a UGC and creator-first influencer strategy built around personality, narrative, and emotional interpretation.
Across the campaign, 90 creator-led assets were published, allowing multiple creative angles to emerge naturally. Creators were selected to communicate:
- Personal emotional responses to fragrance
- How scent connects to memory, mood, and identity
- Real-world fragrance routines and rituals
- Sensory storytelling through lived experience rather than features
This approach allowed audiences to understand the brand through people they trusted, reducing scepticism and increasing engagement.
Platform-Specific Execution
TikTok for Discovery & Momentum
TikTok served as the primary discovery engine, driving 78% of total campaign momentum. Short-form creator videos focused on emotional storytelling, personal rituals, and expressive interpretation, positioning Azha Perfumes within contemporary beauty culture.
Instagram for Brand Continuity
Instagram reinforced visual identity and emotional themes, supporting saves, shares, and ongoing audience interaction.
YouTube for Deeper Storytelling
Longer-form creator content provided additional narrative depth, supporting credibility and long-term brand affinity.
As the House of Marketers’ Team defines it:
“In fragrance marketing, emotion is the product. Creators allow brands to communicate what cannot be sampled digitally.”
Campaign Outcomes in Detail
The campaign delivered sustained performance across visibility, engagement, and creator efficiency:
- 3.3M+ video views, driving global brand awareness
- 90 creator-led assets published over 10 months, enabling consistent momentum
- Engagement rates up to 6.1%, exceeding the fragrance industry benchmark of 3.8%
- 78% of total momentum driven by TikTok, confirming its role as the primary discovery platform
- 75%+ of total views generated by top-performing creators, validating personality-led storytelling
- Mid-tier creators (20K–70K views per asset) delivered the most consistent engagement, supporting scalable creator partnerships
Read Azha Perfumes Influencer Marketing Case Study Here
These results highlight the effectiveness of creator-led storytelling in a category traditionally dominated by polished brand advertising.
Why It Matters for Beauty & Fragrance Brands
Azha Perfumes’ performance reflects a broader shift in beauty marketing:
- Sensory products require emotional storytelling, not specification
- Creator personality drives trust faster than brand messaging
- TikTok accelerates discovery at scale
- Mid-tier creators offer consistency and efficiency
- Engagement is driven by relevance, not perfection
For fragrance brands competing in saturated markets, creator-led influencer marketing is no longer optional. It is foundational.
About House of Marketers
House of Marketers is a global TikTok marketing agency founded by early TikTok employees and official TikTok partners. The agency specialises in creator-led strategy, influencer marketing, UGC production, and multi-platform social campaigns for fast-growing brands across beauty, fashion, tech, and lifestyle categories.
Learn more at houseofmarketers.com
Press Contact
House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.