Become the

UK's largest online

fragrance retailer.

Challenge

How can we upscale digital marketing budgets in the most effective way possible in a highly competitive space during the pandemic?

Some of the ongoing challengers we'd been faced with:

1. CRM, Email and Paid Search data hadn’t previously been used to great effect.

2. Competition had increased with other similar retailers entering the market.

3. Creative was poor and had little impact on campaign / ad performance.

Strategy

We broke the strategy down into 4 key areas:

AUDIENCE DEFINITION
By having a deeper understanding of the existing CRM data we could leverage this to define key audiences within Klaviyo & Facebook Ads Manager, driving greater brand awareness and higher quality traffic to the website resulting in a better conversion rate.

AD EXPANSION
Perfume Direct had only been running a select few ad types within their paid media accounts and had little data on what ad type worked best. We wanted to expand the ad types in all campaigns to understand what worked / converted best.

DYNAMIC PERSONALISATION
A significant contributor to our campaign performance was data driven dynamic personalisation at scale. We built a scientific framework using CRM data to deliver automated campaigns across Google Ads, Email Marketing and Programmatic Display allowing us to target 1000’s of potential customers through various touchpoints all over the web.

RETARGET, RETARGET, RETARGET
Very little had been done on the retargeting front, so we needed to structure a strategic retargeting campaign that targeted users and customers with the right message, at the right time as they moved down the purchase funnel.