C A M P A I G N

D O S S I E R

Sfumato isn’t simply a retail business. It’s a state of mind, a way of thinking about how scent impacts experience.

Like a polyphonic experience – hear-

ing melody from multiple instru-

ments, each valuable and enjoyable

alone, but when played together

in a complementary fashion with

different instruments, the experi-

ence is larger than the individual

sum of their parts – scent impacts

life. The olfactory experience is more

powerful than any other, triggering

memorial through fragrance. In this

way, Sfumato is crafting devices of

recollection, a product that can draw

the consumer back to a different,

perhaps better time. It was this idea

that needed capturing through this

business, one that is a remarkable

blend of art and science.

A B O U T S F U M A T O

O V E R V I E W

Working with Sfumato, Advance 360 recognized

that for the Sfumato consumer and organization,

the underlying goal of all elements needed to be

connection to and understanding of the brand.

Because selling a sensory product through a

campaign that is anything short of compelling

would fail, we built a brand identity system that

transcended the devices on which they were viewed.

An interconnected set of goals began with establishing a tangible brand identity

from the, so far only conceptual, organization’s persona. Once vested, this brand

identity acted as foundation and catalyst for Sfumato’s other goals, including:

G O A L S

CREATE DEMAND TO PULL PRODUCTS THROUGH RETAIL LOCATIONS AND LAUNCH E-COMMERCE TO MAXIMIZE SALES

EXPEDITE HOLIDAY SALES WHILE GAINING AUDIENCE INSIGHTS AND CONSUMER BEHAVIOR INTELLIGENCE TO SHAPE BUSINESS GROWTH AND DISTRIBUTION DECISIONS

GROW CONSUMER ADVOCATES AND BRAND AWARENESS WITH A COMPELLING CAMPAIGN OF INTEGRATED VISUALS AND MESSAGING

UTILIZE CAMPAIGN AND ASSETS AS DIFFERENTIATOR VS. COMPETITORS WHEN BUILDING RETAIL DISTRIBUTION

In an environment that is in its infancy

and for which the revenue sources are still

being defined, Sfumato’s decisions must be

perennial, create lasting impressions. We

proposed that Sfumato establish a repository

of content and assets that could be used

long-term, beyond the initial campaign. As

touched on earlier, the Sfumato brand is one

that can’t easily be illustrated digitally, as the

very foundation of the product is scent. One

can’t smell a website or a digital ad. Instead,

we needed to develop a library of materials

that tell this story visually through many

other means: ingredient photos, packaging

photos, a photo of the owner crafting the

fragrances. This strategy was also constructed

for consumer interaction – finding the path to

one’s perfect fragrance, using audience action

to drive the end result.

S T R A T E G Y

51 total assets created(video, photography, digital ads, website content, website visuals, social posts, social ads, etc.)

5 million uniques

CONTENT LIBRARY

166 promotional tactics

7.7 million impressions delivered

6.2 million display

27,000 search

1.5 million social

AUDIENCEREACH

I N S I G H T S A N D I M P A C T

2016-2017 Holiday Season/Ecommerce Kickoff Campaign

Sessions increased 1,796% (from 961 to 18,200+)

TRAFFICANALYSIS

Sessions from Oct. 2016 - Jan. 2017

Sessions from Oct. 2015 - Jan. 2016

I N S I G H T S A N D I M P A C T

2016-2017 Holiday Season/Ecommerce Kickoff Campaign

We believe the key to every successful campaign is consistent tracking, review/analysis and

optimizations. For this reason, we have a team of experts specifically skilled in these areas. This

team ensures that all ads are delivered in environments that will perform the most effectively

and efficiently. This constant monitoring enables Advance 360 to stay aligned to collaboratively

determined KPIs.

As such, for the Sfumato campaign, we went granular; we looked at each ad, analyzing each

element (layout, aesthetic, imagery, copy, CTA, etc.). After a thorough analysis, we would edit,

enhance and pivot as needed. This was done throughout the campaign, not as a one-time effort.

O P T I M I Z A T I O N

Ongoing creative (visual, messaging) optimizations throughout the campaign

7audience /target

optimization points

W E B S I T E D E S I G N

The online experience of this

brand is one that needed to

feel modern, but functionally

perform transactional activities

in an intuitive fashion. The site

itself functions as a “lens” of

scent – a way to view the world

differently.

1.1

Most important in a simple navigation

that affords the viewer at-the-ready

information when needed, but doesn’t

overuse the informative nature of the site

to inundate a consumer. Additionally, the

photography and graphics are intended to

balance ambiguity and refinement, chaos

and order.

W E B S I T E D E S I G N1.2

W E B S I T E D E S I G N

Sales are the desired conversion of the site. Enhancing those sales through a

subconsciously easily navigable journey within the site is key to these conversions.

1.3

Each ad unit is intended

to build an emotional

connection with the

viewer. Seen here, the

language is pointed,

showcases the great

value and offerings of

the natural world, and

ignites a sense of hand

crafted creativity. But

the image counters,

offering a view of the

science of the work,

showing the vial

and dropper as the

fragrance is born.

D I G I T A L D I S P L A Y

A D V E R T I S I N G

D I G I T A L D I S P L A Y A D V E R T I S I N G

D I G I T A L D I S P L A Y A D V E R T I S I N G

D I G I T A L D I S P L A Y A D V E R T I S I N G

V I D E O P R O D U C T I O N

V I D E O P R O D U C T I O N

The video needs for this client required a sensitive touch.

Purposeful shots, slowed to embody soft movement, ethereal

views of the ingredients and packaging, and the philosophy of the

makers of these fragrances were captured and produced to tell the

story in a soft, approachable way.

L I K E O U R W O R K ?

We are marketing strategists who deliver critical

business insights and stellar campaigns that drive

results. At Advance 360, our results are real. Connect

with us to find out what we can do for your business.

contact info:

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