CASE STUDY

Fragrance advertisers on Black Friday and at Christmas: Under pressure!

Which perfume’s ads had the most views? How was reach shared among brands like Carolina Herrera, Paco Rabanne or Hugo Boss?

Dec 9, 2021

How many fragrance ads do you think we consume, on average, in the weeks before Christmas and until “Kings’ Day? It’s very possible the exact answer might surprise you. Between November and January last year, every person in Spain was impacted 77 times by TV and online video ads, which means each person watched a total of nearly 30 minutes -of perfume ads alone.

This is one of the impressive numbers revealed in an analysis driven by Fluzo, with Netquest’s collaboration, to measure the advertising of this vertical. The study also contributes very interesting data on reach build-up in this category or enables us to know disaggregated information for each advertiser. Which perfume’s ads were viewed the most out of the 24 campaigns analyzed? How was reach shared among brands like Carolina Herrera, Paco Rabanne or Hugo Boss? How did each one of these advertisers plan their advertisement pressure over three key times like Black Friday, the weeks before Christmas, and the period between Christmas and “Kings’ Day”? What effect did the campaigns have on traffic to the main e-commerce sites for these products over those days?

This document is just a small sample of all the information we are able to extract from your campaigns, or those of your competitors; it can also include all the details on impacted targets, frequencies and channel overlaps, and other key insights as relevant as these to optimize campaign structure.

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