Commodity

Problem:

Commodity needed help spreading the word about a new concept they had recently defined within the fragrance industry: Scent Space.

Solution:

Create a top-to-bottom ad funnel/campaign that would help educate the public on these new terms and increase brand awareness.

Scent Space: What is it?

Most people have no idea what the difference is between an “Eau de Toilette,” “Eau de Parum,” “Parfum,” “Cologne,” etc. There are countless descriptors floating around out there in the fragrance aisle that correlate to a scent’s intensity and longevity, but it’s hard to know what you’re actually buying (aside from the scent itself) without pulling out your iPhone to google it.

Commodity is on a mission to make things simple: when you wear fragrance you should be able to choose who experiences that fragrance. Is it just for you? Is it for you and for those close by? Or do you want the whole room to know you’ve arrived (smelling incredible of course)? This is Scent Space.

Scent Space Personal Definition with two white Personal fragrance bottles on white.

Scent Space Expressive Definition with five black Expressive fragrance bottles on white.

Scent Space Bold Definition with thirteen black Bold fragrance bottles on white.

Prospecting Campaign:

Kworq implemented a vertical campaign funnel that started with prospecting ads. These ads would reach a wide audience that may not be familiar with Commodity, let alone “Scent Space.”

We needed to grab their attention (and clicks) while simultaneously encouraging deeper exploration into the brand and concept.

Next step:

Retargeting, with a purpose.

As we continued down the advertising funnel, we were able to get much more specific with our ads in order to increase our ROAS (Return on Ad Spend). Different ads were targeted to different audiences, with clicks leading to different landing pages in order to create the most consistent and effective user journey.

PR Focused Ads: Press, Editorial, & User Generated Quotes/Reviews