"Seasonings" Fragrance Campaign
This is known as anticipatory joy, and it's the reason you seem see holiday-themed content pop up earlier and earlier every year.
Fragrance is a huge part of the holidays for so many, whether for hosting, memory making, or just enjoying a quiet moment. This campaign focused heavily on top-of-funnel channels and messages during Scentsy's prime customer acquisition season.
CLIENT | Scentsy
ROLE | Creative strategy & art direction
SCOPE | Meta & Google ads, organic content, email
Prior to this campaign, Scentsy had only done product feature advertising, rather than brand awareness & storytelling. It took some persuasive communication skills to get leadership on board but they were glad they listened to us in the end!
Using the idea of anticipatory joy as the foundation, we looked at the moments we most anticipate through the holidays.
"Seasonings" was a through line between the way those moments make life more palatable, and the sensory joys of the holiday season like good fragrance and good food.
Understanding what new customers are looking for and how to make Scentsy part of their story
Crafting a variety of moments that represent the best of times
Scaling ads across Google & Meta platforms, testing headlines and copy combinations
Paid ads achieved a 10% CTR, far surpassing previous campaigns and contributing to an overall 5% increase in seasonal product sales. Email content outperformed previous years most similar content by nearly 20%.
