Harrods Media created an exciting and innovative cross-media campaign to drive sales & create excitement around a perfume launch
Harrods Media were tasked with creating excitement around the launch of the exclusive Boucheron Jaipur Bracelet fragrance at Harrods. The aim was to target a female consumer through a range of an innovative media campaign.
The objective of the campaign was to drive sales and raise brand awareness.
A high impact promotion showcasing the brand across a range of premium media sites instore and within the April issue of Harrods Magazine. The full campaign elements consisted of: Vibrant lift wraps on the ground floor of the store accompanied by a pop-up product showcase on our central promotional site. Large scale poster sites through The Perfumery Hall in addition to digital activity at entrance 5 across our multi-screen network and iconic projector. The launch also included a right hand page in the April issue of the Harrods Magazine.
This campaign was designed to reach mass customer journey and drive footfall to counter. Results showed that this strategy worked; in the first 4-week period 1,039 units of the perfume were sold and after 8 weeks of the promotion 1,104 units of the perfume were sold! During period 3 of the campaign the brand ranked number 10 in The Perfumery Hall.
Using a cross-media campaign to drive sales amongst Harrods consumers really does work. This campaign reached 140,000 people during the fragrance launch in April
(Harrods Consumer Quantifying system) - please contact us to see how a Harrods Media campaign can drive sales for your brand or product launch.