Deciphering TikTok: how to go viral on TikTok effortlessly (and without spending a fortune)

At LogiCommerce Connect 2025, Ferran Mensa, Partner and Strategy in Social Media and Growth at Visto Agency, delivered an insightful talk about how being viral on TikTok presenting one real case that achieved 38 million organic views on TikTok, generated over 4.6 million personalized perfume recommendations, and did it all without ads or traditional video production.

Here’s a breakdown of this brilliant and replicable eCommerce strategy.

The challenge: go viral on TikTok with zero budget

The project was created for PUIG’s Innovation and Technology department—global leaders in the fragrance world (behind One Million and Good Girl). But instead of using a specific brand, they focused on their digital tool Wikiparfum: a perfume encyclopedia that helps users identify fragrances that match their olfactory preferences.

Wikiparfum addresses the classic eCommerce challenge in perfumery: you can’t smell before buying. Their system allows users to search among hundreds of olfactory notes and even visualize how a perfume might smell using intuitive image-based graphics.

Their challenge to Visto Agency:

• Go viral on TikTok.
• Do it with no marketing budget.
• Make it adoptable across PUIG brands.

The solution: combining data with TikTok Effects

Visto Agency saw a clear opportunity: leverage TikTok Effects (interactive filters) to deliver a personalized and viral experience. They used the then-trending “This or That” filters, where users tilt their head to pick between two options.

Based on this, they created the first TikTok “Perfume Recommender”:

• Users chose between two scent notes.
• Each choice was recorded.
• The system then delivered a personalized perfume recommendation.

Amplification: microinfluencers and snowball effect

Creating the filter wasn’t enough. To amplify it, they partnered with a microinfluencer (<100k followers) in the fragrance space. They tested two videos:

• Video A: highly scripted, no filter used.
• Video B: free-style, using the filter.

Results:

• Video A: 71K views (7x more than her usual).
• Video B: 2 million views in 24h → the platform temporarily crashed from traffic.

This triggered a snowball effect: users began using and sharing the filter, leading to more views and recommendations. Results:

• 16.5 million views on the first filter.
• 2 million personalized perfume suggestions.

Second filter: Preference Ranking

To confirm it wasn’t luck, they launched a second filter based on another TikTok trend: rankings. Users ordered 10 scent notes and received a personalized recommendation.

Same amplification strategy, same results:

• 22 million views.
• 2 million more recommendations.

Together, both filters generated 38+ million views and 4.6+ million recommendations, entirely organically.

Evergreen, scalable, and replicable

A key win: the campaign is evergreen. As long as the filter remains active, it continues generating traffic and engagement. It’s organic content, where users naturally interact with and share the brand.

They’re now replicating this strategy in Latin American markets like Brazil, adapting filters by gender for different audiences.

And in other sectors?

This isn’t exclusive to perfumes. For fashion brand Álvaro Moreno, they created an Outfit Randomizer where users recreated random looks. Result:

• 3 million views.
• 500K participants, all organic.

Conclusion: Viral on TikTok

A campaign built without paid media, using data, creativity, and platform know-how, can not only go viral but also be scalable, long-lasting, and applicable to any eCommerce brand.

Complete video of the session: