Brand platform & Website
Parfym.se
Online beauty destination Parfym.se was founded in 2005 with the ambition to challenge the status quo in the Swedish beauty industry by making it more accessible. This would be done by offering beauty products online at a more accessible price level. Today Parfym.se is one of the leading online beauty destinations in the Nordics and the company is currently in an intense growth phase.
The Challenge
After having created a new brand platform and visual identity for Parfym.se, Story were given the task to create the biggest branding campaign that Parfym.se have ever done. The goal was to increase awareness and preference through an engaging creative concept that would give Parfym.se a strong position in an extremely competitive sector.
The Solution
Story created a creative campaign concept based on the term ”beauty joy”. The message is that the best beauty product is the product that makes the user happy. The creative concept stands out, creates likeability and differentiates Parfym.se. It conveys brand values in a way that creates emotional preference. An important part of the campaign is the casting, strong characters enjoying their beauty moments in their own personal ways.
The hero of the campaign is a series of films that Story created in collaboration with Makeriet and director Robin Günther. The film could be seen on play-tv, Youtube and in Parfym.se channels. The campaign also included radio advertising, podcasts, outdoor advertising and digital ads.
Story were in charge of concept development and the idea process , and strategic as well as operative project management of the entire campaign across all channels.
The Result
During the campaign direct traffic to Parfym.se increased with 11% and organic traffic with 42%.
The campaign had a reach of 2 019 667 on Instagram. Reach through influencer collaborations was 168 020 for posts and 1 132 622 from stories.
The hero film had 4,7 million impressions on YouTube and an impressive view rate of 52,49%.
