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