Date: February 2006-April 2006
Media Agency: Naked
Other Agencies: Navy Blue
Media Owner: Boots
Media Channels: Online, retail
Here's a marketing campaign that can be replicated the world over. It targeted men who were struggling to buy perfume for their better halves. Many men are put off by the overwhelming range of choices and simply opt to purchase another bottle of whatever fragrances the ladies in their lives already use. Sixty percent of gift givers said they would stick with the same scent to save potential embarrassment.
Retailer Boots and its agency, Naked, set out to change things with a special promotion around Valentine's Day and Mother's Day, the biggest U.K. gifting occasions for perfumes outside Christmas.
Their solution was the fragrance finder, an online and point-of-sale tool that puts perfumes in the context of their scent genealogy. Thus, if a consumer is shopping for someone who uses a perfume based on rose or sandalwood, he can find another brand with similar ingredients and wind up with a more imaginative gift.
The relationships between the perfumes were shown visually so consumers could see how closely related the scents were.
By demystifying the process, Naked and Boots were able to boost sales of perfume beyond expectations and attract more than 50,000 unique users to the microsite, fragrancefinder.co.uk. The site was promoted via two-week-long bursts of interactive online banners prior to Valentine's Day and Mother's Day.
In-store response in 300 stores has ensured the tool will become a regular feature, updated each year and available outside traditional gifting periods.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc