In March Creed relaunched their exquisite female fragrance Spring Flower, and in order to increase brand awareness we launched a cross-channel campaign to elevate brand presence, increase product revenue and expand their female audience segments, which have typically been skewed to a male audience.
Our strategy used a combination of upper funnel branding activity to drive conversions across Meta feed ads and PPC in the UK and EU, and we saw some incredible results off the back of this. In support of the BAU channels (Display, Social, Search) VERB activated high impact, interactive rich media creative via a PG deal with Hearst. The deal involved coverage across premium, relevant sites including Harper’s Bazaar, Elle, Women’s Health to promote the new rebrand of Spring Flower womens fragrance.
The aim of this activity was to build awareness of the fragrance, ultimately pushing toward increase search volume and ultimately increased cross channel revenue.
When looking deeper at our Programmatic campaign success, we exceeded reach capabilities with 605K (28% above forecast), specifically driving 1.2K new users to site. However, perhaps the most promising impact was the number of new visitor sessions cross channel (+22%), also leading to increased new session transactions (+11%) indicating more engaged new audience with the brand.
This activity nicely demonstrates the power of a full funnel approach, showcasing the importance of branding in the media mix to drive overall revenue growth from new users.
As a long term client of VERBs, it’s amazing to work closely with the global Creed team as they lead the way in luxury fragrance.