ABOUT GIAGIA PERFUMERIEPERFUMERIE
Gia Perfumerie is the exclusive distributor of world-renowned indie fragrance houses such as: Maison Tahite, Maison Matine, Zoologist Perfumes, L’Orchestre Parfum, Labels Perfumes, Astrophil & Stella, Marie Jeanne, Oriza L. Legrand Paris, Masque Milano, Bruno Fazzolari, Motif Olfactif, Dame Perfumery, Marlou, BeauFort London, Farmacia SS. Annunziata, Dasein Fragrance.
CHALLENGE
Established in 2015, Gia Perfumerie has been a well-known distributor for indie perfume brands. But, besides social media, nothing much was executed to emphasise Gia Perfumerie’s branding. Consequently, the brand was a step behind amongst its rising competitors and on the search for new marketing initiatives that are out-of-the-box but efficient in attracting new customers.
PROACTIVE THOUGHTS
Our research showed that Gia Perfumerie’s audience are those who value quality experience over price of perfume. What they are trying to find is knowledge, experience and a place for them to fill their passion for one-of-a-kind scents. Hence, Gia Perfumerie shouldn’t stop as being solely a “distributor” but rather an “indie-perfume heaven” where customers can indulge in unique scents that can’t be found elsewhere.
SOLUTIONS
Triggering attention campaigns: Transforming Gia Perfumerie branding for Tet 2022, by using “eye-catching” graphic elements to highlight the brand. We also launched special gift boxes and mini-games to boost engagement from both existing and new audiences.
Create your own scent: To maximize customer experience, we come up with plans to co-host fragrance workshops with Gia’s partners on different themes and for limited participants. The objective is to expand the brand’s scale further than just a distributor and to create a personalized touch for customers.
SOLUTION APPROACHES
-
Branding
We redesigned Gia Perfumerie’s photo template on social media platforms by using ‘eye-triggering’ graphic elements to highlight the distributor beside products.
-
CUSTOMER EXPERIENCE
We organise workshops for customer to have experience creating their own scent.
-
OCCASIONAL CAMPAIGNS
Special campaigns for Tet were launched to gain more attention from both existing and potential customers.
RESULTS
-
SPECIAL CAMPAIGNS
↘ Total reach was at 190,000 for Tết campaign in 2 weeks.
-
↘ Customer awareness increase 6 times higher from special campaigns.
-
↘ Increase customer leads to 8%.
-
CREATE YOUR OWN SCENTS
↘ Successfully attract participants from different age ranges.
-
↘ Increase the level of reach and engagement at 231% and 250% respectively.