MOCKUP CAMPAIGN FOR DIPTYQUE
Module:
Year:
Digital Trends in Fashion Retail
2024
For this project, I was tasked to create an integrated campaign merging physical and digital marketing together. I needed to come up with an objective that would align with the brand's positioning and craft a campaign to achieve that objective with milestones set. This was a group project and I worked with one other person on this.
CHOSEN COLLECTION TO LAUNCH
We chose to relaunch the Les Mondes De Diptyque collection as it is very different from all their other collections and it would be a great way to showcase the artistic and unique concept that Diptyque offers.
Target Demographic
We also researched and came up with a demographic that we think would be attracted to our campaign and would generate interest and traffic.
CAMPAIGN MESSAGE
“An Expedition of Scents”, where every candle takes you on a journey of adventure around the world. At Diptyque, we believe in the power to inspire and captivate. From the woody and fresh grassy notes of a temple in Kyoto to a floral and sweet scent of a teahouse in China, let yourself be immersed into the world of Diptyque, where a candle is not just a candle, but a story and experience.
Not only are the scents intended to create that but even the packaging are all crafted with a purpose. Our commitment to craftsmanship and high-end scents offers you a product that transcends a candle. Inspired by the 5 distant lands, we invite you on exploration like never before. Begin your Expedition with the Les Mondes de Diptyque collection.
This campaign message aims to showcase Diptyque’s unique concepts where their fragrances are crafted for an immersive experience. From their quality to the unique scents, we want customers to explore deeper in the brand and its products, creating a unique adventure with the brand.
OBJECTIVES
The main objective of the “An Expedition of Scents” campaign is to generate interest from existing consumers and reach a larger demographic of people who would like our products. Through hashtags, we aim to increase the number of #lesmondesdediptyque by 100% from February to June 2024.
POP UP STORE
The indoor pop up store that we came up with will be located at Singapore, Suntec City will be split into 5 sections, each section being designed after the country and place inspiring the candles. We will be collaborating with WTS Travel tour agency to bring to life the environments and spaces of these candles, to really showcase the story and heritage of these remarkable areas that inspired our candles. Visitors to the store can partake in a giveaway where not only can they have the chance to win the entire collection plus refills, but also a 5 Day and 4 Nights trip to one of the countries. To enter, they have to scan a QR code to subscribe to our email subscription service and follow Diptyque’s Instagram page. The tour agency will have a hand in creating the spaces for the authenticity and we will be hosting tours around all the 5 sections, with tour guides explaining the story and some information about it.
5 SECTIONS INSPIRED BY THE CANDLES
QUEST
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Ingredients that make up the scent of candle are placed around environment in raw form
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Use our app and scan the ingredients to generate AR experience
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After end of tour, go to website to answer quiz for 20% off next purchase
PHOTOBOOTH
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Photo booth designed like a home
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Candles placed around decorating the space
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Customers can take picture and choose to upload it to Diptyque's Instagram account dedicated for UGC content or to themselves
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Showcases Diptyque's aesthetic candles.
SERVICES
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Personlization services
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Able to experience the candle
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Allows UGC content and from deeper connections with customers
AR EXPERIENCES
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Filter that makes up an AR version of candle into environment
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Able to visualize candle and inspect up close
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Need to visit stores and scan candles to unlock its AR version
ECOMMERCE MOCKUP
We also designed a mockup of the homepage for the duration of the campaign. The countdown creates a sense of anticipation and excitement for the campaign and collection.
INFLUENCER MARKETING MOCKUPS
One influencer we thought of engaging is @sircandleman who has about 200K followers on TikTok. He is known for his content of reviewing many candles from Jo Malone to LAFCO. We would collaborate with him to give an opinion of how the candle smells like and how consumers can use it. He would be suitable for the brand and campaign as he can give detailed descriptions and review of the collection for customers to see. We could also invite him to our pop up store to create content for his audience
SOCIAL MEDIA MARKETING MOCKUPS
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HOW IT ALL INTEGRATES
Digital Marketing > Pop up Store > AR Experiences > Retail Store
