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CASE STUDY: Elie Saab Exclusive Launch with Harrods Media

Provided by Harrods Media
Harrods Media launched the exclusive fragrance using high impact promotion showcasing the brand across a multi-media platform.

What was the Challenge / Background of the Campaign?

Harrods launched the exclusive debut fragrance from the fashion house Elie Saab. Harrods wanted to launch a high impact promotion showcasing the brand across a range of advertising platforms in-store including their vast digital screen networks and printed media.

What was the Campaign Objective?

To target a female consumer through a range of innovative media with the purpose of driving sales and raising brand awareness. A premium campaign to launch the renowned fashion brand into the world of fragrance.

What was the Solution?

The campaign elements consisted of vibrant lift wraps in a central position on the ground floor of the Harrods store accompanied by a vibrant product showcase on our pop-up promotional site. A right hand page advertisement in the July issue of our Harrods Magazine and vinyls across our tank windows on Brompton Road. Furthermore, branded content was played on our large-scale digital media walls at entrance10, the multi-screen network at entrance 5 and throughout The Cosmetics Hall to further engage the targeted footfall in an influential point of sale environment.

What were the Results?

In the first 4-week period 4,333 units of the Elie Saab Perfume were sold and after 8 weeks of the promotion 4,946 units were sold! During period 6 of the campaign the brand ranked number 1 in The Perfumery Hall, proving this campaign to be a huge sucess for both the Elie Saab fashion House and for Harrods.

What were the Key Learnings of this Campaign?

Through our Harrods magazine Reader's Survey, we have learnt that 62% of our readers have purchased a beauty product after seeing it advertised in our Harrods Magazine. 60% of our readers are interested in reading about beauty. The Elie Saab Fragrance promotion tied in perfectly with our reader's interests - contact us to discuss how we could target this influential, female audience for your brand.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1,244,344 visitors throughout the month of July
25 - 34
35 - 44
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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