THE PORTFOLIO CHALLENGE, SOLVED.
Correlating creator hype to in-store sales for a fragrance family with a blueprint for growth.
GLOBAL FRAGRANCE POWERHOUSE DESIGNER PARFUMS HAD ‘GOOD PROBLEMS TO HAVE’.
1) With a super diverse portfolio of iconic brands including Playboy, Ariana Grande and Cerruti, how do we ensure we drive sales across the board and don’t cannibalize our own sales?
2) With the majority of fragrances sold in brick and mortar stores, how can we effectively track the impact influencer marketing is having to the bottom line?
The provocation was clear. In a market flooded with scents how do you create segmented audience advocacy, and more importantly, actually prove that creator content is making the tills ring?
We created unique, audience-first strategies for every brand. Sales results were precisely validated and tracked using bespoke tech that delivered timestamped correlation
We built a bespoke piece of proprietary tech that tracked the correlation between influencer and paid media activity and actual in-store sales. We didn’t just hope for the best; we built the tool to prove our impact, turning data into a roadmap for growth.
Over the course of a 1.5 year partnership we proved that an influencer-first approach not only generates massive reach and engagement but also fosters genuine brand love and high purchase intent. The learnings from these campaigns have provided Designer Parfums with an invaluable, data-driven roadmap for launching and scaling brands in a modern, social-first world.