This idea is archived

CASE STUDY: Harrods Media Launch Victor and Rolf Spicebomb

Provided by Harrods Media
Harrods Media created drove sales and created excitement around the launch of Victor and Rolf's new Spicebomb fragrance!

What was the Challenge / Background of the Campaign?

Harrods Media wanted to create excitement around the launch of the exclusive Victor and Rolf mens fragrance Spicebomb. The challenge was to target male consumers through a range of innovative media and press driving initiatives.

What was the Campaign Objective?

The purpose of the promotion was to drive sales, raise brand awareness and gain market share of the men's fragrance business.

What was the Solution?

The campaign elements consisted of: Vibrant lift wraps in a central position on the ground floor of the store and digital activity on the entrance 5 screen network. Victor and Rolf also took a full page advertorial in the December Beauty Supplement Gift Guide and branded advertisements across our in-store navigational app, which drove engagement and footfall during the launch. To add to the campaign the brand included a product placement window along Brompton Road, a display along Hans Crescent and was promoted on our external digital screen network.

What were the Results?

This campaign proved to be a huge success for both Victor and Rolf and for Harrods. The brands activity at Entrance 5 reached over 197,604 visitors during the fragrance launch. (Harrods Consumer Quantifying System). In the first 4-week period 1,690 units were sold and after 8 weeks of the promotion 2,227 units were sold!During period 1 of the campaign the brand ranked number 1 in The Perfumery Hall.

What were the Key Learnings of this Campaign?

This campaign has shown that production of a vibrant promotion showcasing the brand across a range of advertising platforms in-store and within Harrods Magazine really does drive sales and create huge excitement around a product launch. Contact us to discuss how we could work with you to provide something similar or yor brand.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAfter 8 weeks of the promotion 2,227 units were sold
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service