For their first men's fragrance launch in over 15 years, a luxury fashion house was looking for a strategic sampling partner to help drive product awareness and education in new markets.
abeo worked with the brand to test targeting and email practices, ultimately applying the learnings to a Facebook/Instagram lead ad campaign optimized for three markets: France, Netherlands, and Spain. The sampling campaign included a fully branded email campaign that focused on welcoming participants to the brand and driving product education through branded content such as a product video, fragrance story, and more.
average brand opt-in
The campaigns were successful in spreading awareness in new markets, introducing the fragrance to 50,251 new consumers in France, Spain, and the Netherlands, with an exciting 59% opt-in rate, adding 29,553 new contacts to the brands CRM database for future marketing opportunities.
All three campaigns drove high engagement, with an average email open rate of 36% and an average click-rate of 4%. The campaign emails were effective in driving product education resulting in 4,892 clicks to educational content . 49% of the total clicks drove to the fragrance YouTube video, 32% to the fragrance story page and another 19% to branded content (such as the PDP and homepage), demonstrating consumers interest in learning more about the new fragrance.