luxury men's fragrance launch

A luxury fashion house leveraged digital sampling to spread product awareness for their new fragrance

the challenge

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.

the solution

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.

the results

59%

average brand opt-in

4%

click-rate

36%

email open-rate

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.

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IT Cosmetics drove awareness, trial, and purchase intent for their #1 best-selling product, CC+ Cream with SPF 50+.

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