Forlove&lemons X Diptyque

Challenge: Create an advertising campaign for the brand forlove&lemons and introduce a new line for business development.

Goal: The goal was to generate more traffic on their social media pages by collaboration and boost consumer engagement through the use of bought, owned and earned media.

Expected Impact: Increased brand awareness and brand loyalty.

Services

Advertisement, Business Development

Campaign Strategy & Promotion

Clients

SCAD Project

Role

Marketer & Business Developer

Year

2023

Research Goals/ Selection & Justification of Research Methodology

Research Goal- To establish what consumers associate scent-wise with the photo and overall brand.

Selection & Justification of Research Methodology- We needed to ensure that the product and the fragrance match the consumer's thoughts. This survey was of benefit to our team to help with the decision on scents.

Survey Research

Survey Question- 1

'When you look at this photo, what scents come to your mind?'

- Flirty, Floral, Clean

- Rose, Lavender, Floral, Fresh

- Floral, Clean, Sweet Vanilla

- Floral, Green, Clean

- Lavender, Clean, Baby Scent

Survey Question- 2

'What emotions do you associate with this photo?'

- Loving, Romantic, Fun

- Sad

- Girly, Dainty,

- Peace, Serenity, Happiness

- Relaxed, Serene, Playful

Survey Question- 3

'When you think of the brand for Love and Lemons, what scents do you associate with them?'

- Crispy, Floral, Citrus

- Floral, Youthful, Bright, Sweet

- Floral or Citrus

- Floral, Fresh, Clean

- Lemon, Girly, Floral

Survey Question- 4

'If I told you this photo was for Love and Lemons, what scents do come to your mind?'

-For all participants, said that their original scents for the photo would still apply.

Analysis of Results:

All the participants received a floral aesthetic from the photo and they had a peaceful and loving feeling. When the participants thought of the brand, the words 'floral' and 'citrus' stood out to them. The surveyed participants ranged from 20-30 years old, females living in the United States of America. These consumers were well versed with social media, preferred luxury shopping and strived for high-quality products.

Resulting Strategic Decision: Our views aligned with the consumer's opinion and hence we moved forward with the collaboration.

Finalised Label & Product Mockup

Communication Media

Primary Medium
Instagram: For Love & Lemons, Diptiyque, Celebrity Endorser
Tik-Tok : For Love & Lemons , Celebrity Endorser
PR and Emails

Secondary Medium
Launch Event: 21st July, 2023 at City Market Social House, Los Angeles, California.

Measurements

Campaign Tracking Techniques and Timing:

Continuous Tracking: Staying informed with live updates on essential factors that impact the campaign. After the launch, tracking will be monitored immediately.

Analytics to consider:

- User Insights

-If the campaign is in line with the target audience and whether it is generating engagement.

Generating leads and conversions.

- Measure CPC, CAC, LTV, ROAS, CPM, CPA, CPM.

Ad Diagnostics and Metrics to observe:

Instagram:

Mentions of Hashtag #FL&LxDiptyque

Impressions- likes, shares, comments

Tik-Tok:

Mentions of Hashtag #FL&LxDiptyque

Impressions- likes, shares, comments, duets