Driving Awareness During Lockdown Utilizing Facebook Video Ads for The Perfume Shop

Client
The Perfume Shop
Industry
Retail
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Life in Ad Recall

18%

4.9%

Increase in Action Intent

Founded in the UK in 1992, The Perfume Shop sells luxury perfume brands at affordable prices. The end-of-year holiday season in 2020 coincided with a national lockdown in the UK due to the coronavirus pandemic, when only essential retail outlets allowed to remain open. The Perfume Shop wanted to boost brand awareness and sales during this difficult trading period. Between October 14–November 11, 2020 Incubeta’s Facebook campaign successfully broadened The Perfume Shop’s appeal achieving :18% lift in ad recall, a 4.9% lift in action intent and a 2.5% lift in top-of-mind-awareness

“We have seen great performance from this campaign and increased our brand awareness online during the most competitive period in retail.”

Yeeki Chan

Social Media Manager, The Perfume Shop

Insights

With its physical retail outlets closed, The Perfume Shop needed the best possible results from its online retail perform. The team worked closely with Incubeta and Facebook to develop a campaign based on insights from previous Black Friday and Christmas periods, plus changing customer behaviour during lockdown.

Strategy

At the end of 2020, we implemented a new strategy to reach out again to previous customers, which increased traffic from Facebook to The Perfume Shop’s website by 4% during peak periods. During the final quarter of 2020, The Perfume Shop introduced a celebrity brand ambassador to front its Black Friday and Christmas campaigns. We produced a series of seven videos which invited people to click through and begin their customer journey.

For the holiday season, we then expanded The Perfume Shop’s target audience to 18- to 55-year-olds in the UK (from 25- to 45-year-olds), to appeal to gift buyers as well as regular shoppers. The campaign creative emphasised the The Perfume Shop’s special offerings, such as personalised perfume bottles, gift wrapping (with click-and-collect shopping) and its rewards club benefits. Results were measured with a Facebook brand lift study.