UNLOCKING A NEW AUDIENCE

CHALLENGE

Launch and recruit new consumers for BLOOM to establish the reinvigorated fragrance.

OBSERVATIONS

62% are always ready to try new and different products;

People are willing to pay for more for quality;

Search timing for fragrance is highly tactical at key gifting periods;

BUT

87% don’t enjoy shopping at department stores.

INSIGHT

“Millennials like to experience brands on their own terms.”

APPROACH

“Create unforgettable brand experiences.”

We decided to break category status quo by focusing on creating unique brand experience above traditional luxury media channels.

EXECUTION

Stage 1
CREATING A MILLENNIAL EXPERIENCE

Experiential pop up for millennials to trial the fragrance.

Stage 2
SUPPORT & REMIND

Once we created the right brand experience, we supported and reminded through Out of Home, Digital and Print.

Partnership with aspirational publications

Takeover double page spread with fragrance insert

RESULTS
Target was to be in Top 15 Female Fragrances - Achieved #10 brand ranking in fragrance within the first 6 months
Target was to achieve 1.7% market share - Achieved a 2.3% market share
Target was to be Top 5 Female Fragrance in department stores - #2 in Myer and David Jones
Wanted to engage Millennials - achieved a 55% uplift in ad recall among F24-34
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