The challenge
To increase traffic to The Fragrance Shop’s (TFS) website and build awareness of its brand at Christmas, the company’s most crucial time of year. Its target audience was 16-34 year olds, with a 50/50 split between male and female consumers.
Our Approach
During the Christmas period, The Fragrance Shop has to compete against media activity not only from its high-street rivals, but from perfume houses too. Going up against firms with multimillion-pound advertising budgets meant we needed to produce exceptional standout activity – but with minimal audience wastage. Therefore we believed an integrated branded content partnership focused around the festive season would create stand out and fulfil its objectives. This was the first time TFS had advertised on TV and they wanted to use this as a test.
The Idea
The Fragrance Shop sponsored Christmas content on the Box TV channels – More4, 4Music, heat, KISS, Smash Hits and Magic.
Execution
Box TV produced bespoke 10-second bumpers that were filmed within The Fragrance Shop and featured Christmas-themed characters to create a comedic and festive feel to the creative. Underpinning the sponsorship was a bespoke promotional spot tagging an existing TVC. The TVC was a One Direction perfume advert – we TV-tagged the end frame with a 10-second competition that drove traffic to The Fragrance Shop website to win 1D concert tickets, plus £500 spending money. In addition, for the first-time ever, a 4Music marketing promotion was tagged with The Fragrance Shop logo.
The campaign was also supported with in-store material as well as digital elements, with social media being used to build awareness of the competition.
Sanjay Vadera Chief Executive, The Fragrance ShopThe agreement provided a perfect platform for us to build our brand awareness and values with a key audience
Results
150,000 Visits
Additional website visits, compared to last year's value, during the sponsorship period, of 125,000
20,000
Competition entires
8%
Increase in sales