Brand awareness/engagement • drive purchase/consideration • drive traffic/footfall

THE FRAGRANCESHOP& THE BOX TVThe Box TV was the perfect place for The Fragrance Shop to launch its first television marketing campaign

HELENE DICKSON, GRAVITY ROAD

THE AGREEMENT PROVIDED A PERFECT PLATFORM FOR US TO BUILD OUR BRAND AWARENESS AND VALUES WITH A KEY AUDIENCESANJAY VADERA, CHIEF EXECUTIVE, THE FRAGRANCE SHOP

THE IDEAThe Fragrance Shop sponsored Christmas content on the Box TV channels – More4, 4Music, heat, KISS, Smash Hits and Magic.

OUR APPROACHDuring 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.

EXECUTIONBox 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.

THE CHALLENGETo 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.

RESULTS

The competition had:

The Fragrance Shop saw an additional 150,000 website visits compared to last year

during the sponsorship period, of which 125,000

were new visits

Sales during this period were up by 8%

Sanjay Vadera, Chief Executive, The Fragrance Shop

For many of our customers, music and fragrance are both important and complementary aspects of their identity and self-expression. That’s why they are such popular choices for Christmas gifts across all age groups. The agreement provided a perfect platform for

us to build our brand awareness and values with a key audience throughout a vital trading period. It also demonstrated the level of investment we’re putting behind the brand to support our investment in our retail estate and online channel