Sis Sents

1. PROJECT OVERVIEW

About the Brand

Sis Sents is a high-end fragrance brand focusing on a luxurious and refined user experience. Each Sis Sents perfume is inspired by a unique journey, blending exclusive formulas and rare ingredients to deliver a distinctive, premium feel.

Context & Challenges

• Highly Competitive & Diverse Fragrance Market
  Numerous renowned international brands are already present, so Bespoke Marketing strategies must be deployed for Sis Sents to stand out.

• Expertise & Brand Story Requirements
  Luxury customers seek detailed information about quality, sourcing, and the story behind each scent.

• Lack of Consistent Brand Identity
  Sis Sents’ communication platforms are still new; a clear, luxurious, and unified style across all channels is crucial.

2. OBJECTIVES & AGENCY SCOPE

Main Objectives

1. Enhance Brand Awareness
   Establish Sis Sents as a top-tier fragrance brand in the luxury market.

2. Build Trust & Affirm Product Value
   Convince customers of each perfume’s quality, provenance, and distinctive narrative.

3. Drive Sales
   Attract more potential buyers to both online and in-store channels.

Scope of Work

• Develop a Bespoke Marketing content strategy for social channels (Facebook, Instagram, TikTok…).
• Produce premium visuals and videos that convey the brand story and product narratives.
• Execute Facebook Ads, Instagram Ads, and TikTok Ads.
• Collaborate with KOLs/Influencers (in fashion, lifestyle, beauty…) to bolster credibility and brand reach.

3. STRATEGIC APPROACH

3.1 Brand Positioning

• Key Message:
  “Sis Sents – Discover Your Sixth Sense, Ignite Your Unique Emotions.”

• Brand Personality:
  Luxurious, artistic, mysterious, and sophisticated.

3.2 Target Customers

• Men & Women Aged 25 – 45
  High aesthetic taste, substantial disposable income, keen on uniqueness and luxury experiences.
• Fragrance Enthusiasts & Collectors (Niche/High-End)
  Those who seek exceptional scents beyond mainstream offerings.

3.3 Communication Messages

• Emotional & Memorable: Each scent tells a personal story, evoking memories and feelings.
• Premium Ingredients & Meticulous Crafting: Demonstrate genuine value and artistry in each drop of fragrance.
• Privacy & Exclusivity: Help customers express their personal style and leave a lasting impression.

4. BESPOKE MARKETING SOLUTIONS & COMMUNICATION ACTIVITIES

4.1 Content Strategy

1. Product Storytelling

   • Highlight the origin, creative inspiration, and craftsmanship behind each fragrance.
   • Emphasize artisanal processes and use of rare ingredients (if applicable).

2. Expert Content

   • Interviews with the perfumer or fragrance team to explain scent layers (top–middle–base notes).
   • Education on selecting fragrances for different seasons, occasions, and personal styles.

3. Lifestyle & Lookbook

   • Premium photo/video shoots: Models using Sis Sents in upscale settings (5-star hotels, luxury cars, exclusive events).
   • Showcase a luxury lifestyle that aligns with the brand’s ethos.

4. Interactive Campaigns

   • Minigames or challenges: “Share Your Fragrant Memory.”
   • Encourage user-generated content via hashtags #Sixsents #ScentOfMe.

4.2 Advertising (Ads) Strategy

1. Facebook & Instagram Ads

   • Objective: Boost brand awareness and conversions (online purchase, booking consultation, boutique visits).
   • Targeting: Audiences interested in luxury brands, high-end fashion, niche cosmetics/beauty.
   • Ad Content:
     • Teaser videos of the fragrance collection.
     • Carousel ads featuring fragrance notes and premium ingredients.

2. TikTok Ads

   • Objective: Engage younger segments intrigued by high-end trends or niche fragrances.
   • Formats:
     • Short “luxury unboxing” or fragrance review videos.
     • Behind-the-scenes (BTS) footage of production or ingredient sourcing.

3. KOL/Influencer Collaborations

   • Select influencers with a strong sense of style, luxury lifestyle, or reputable beauty bloggers.
   • Host livestream or direct experience sessions: “Exploring Sis Sents’ New Fragrances” or “Scent Selection for Special Occasions.”

4. CTA & Special Offers

   • Provide mini sample sets for online orders.
   • Invite VIP clients to private events: early fragrance previews before public release.

5. DETAILED IMPLEMENTATION

5.1 Proposed Timeline (3 Months)

• Month 1 – Campaign Launch & Brand Definition

  • Finalize visual identity: covers, post templates, and a luxurious mood & tone.
  • Publish a series of posts introducing Sis Sents’ fragrance stories.
  • Launch ads focusing on the exclusivity factor of the collection.

• Month 2 – Engagement & Brand Value Elevation

  • Run minigames encouraging users to share “Feelings When Experiencing a Favorite Scent.”
  • Continue retargeting ads for those who have interacted or visited the website.
  • Collaborate with KOLs/Influencers for review videos: “Why Sis Sents Is a Must-Have Niche Fragrance.”

• Month 3 – Sales Acceleration & Prestige Reinforcement

  • Offer gift sets for seasonal/holiday occasions (Valentine’s Day, Women’s Day, anniversaries) or host a “Private Scent Experience.”
  • Intensify TikTok Ads and Facebook Ads focusing on online purchases.
  • Summarize campaign performance; propose an expansion plan (launch new scents, develop showrooms…).

5.2 KPI & Measurement

• Social Media

  • Increase in followers (fanpage/Instagram/TikTok): +30% after three months.
  • Boost in average engagement (likes, comments, shares): +40%.

• Advertising

  • CTR > 1.5% (subject to campaign objectives).
  • Lower CPC, maintain or optimize CPM compared to initial phases.
  • CPRL (inbox + comments) below 30,000 VND.
  • Maintain conversion rate (online purchase/consultation booking) at 25–30%.

• Sales

  • Direct website orders: +20%.
  • Store visits/consultation bookings: +15%.

6. EXPECTED OUTCOMES & FUTURE POTENTIAL

• Elevated Brand Visibility & Luxurious Positioning
  Through cohesive imagery and distinctive fragrance storytelling, Sis Sents will emerge as a high-end fragrance option that stands apart.

• Emotional Connection & Brand Loyalty
  Customers resonate with the brand’s narrative, viewing Sis Sents as a statement of taste and individuality.

• Sales Growth & Customer Data Insights
  This Bespoke Marketing campaign expands the potential customer base and gathers valuable data to guide future fragrance lines and personalized experiences.

7. CONCLUSION

By integrating Bespoke Marketing principles—comprehensive fragrance storytelling, a consistent high-end image, and precision-targeted ads—Sis Sents can simultaneously boost brand awareness, affirm its luxury value, and drive sales.

A successful campaign will go beyond merely reaching the target audience; it will forge emotional bonds and cultivate a loyal community of fragrance aficionados eager to share and champion Sis Sents. This foundation is crucial for sustained growth, product line expansion, and reinforcing Sis Sents’ standing in the high-end fragrance market.