The challenge
The fragrance retail market is highly competitive and The Perfume Shop was unable to compete on media expenditure and had low brand awareness of just 64%. The challenge is amplified with over 50% of their sales delivered 6 weeks prior to Christmas.
The insight
Research showed increasing awareness during the core fragrance purchasing period would lead directly to increased sales. Consumers view fragrance retailers as portals of the more aspirational fragrance, therefore the retailers role was 'to make everyone feel special'.
The creative solution
The campaign sought to achieve the proposition delivering glamour and value, through a concept centered on "The Perfume Shop Presents The Greatest Show in Town" and emulating the style of a Hollywood choreographed set piece. The creative was flexible enough to adapt to every medium whilst maintaining synergy within the campaign across TV, National Press, Radio, Citybins and instore POS.
The results
Prompted brand awareness increased 9 percentage points to 73% and the Radio and TV returned an ROI of £5 for every £1 spent. Overall the advertised products delivered an 11 fold sales uplift. To find out more please call Keira Lloyd on 01892 703176.
