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Montblanc Explorer Takes the Brand to New Heights

The Explorer EDP by Montblanc is a woody leathery aromatic fragrance. Capturing the fusing green top note of the fresh Bergamot fruit into a linear long-lasting freshness. It reveals a woody dry Vetiver with earthy, smoky and nut inflexions.

The Launch of Montblanc Explorer into the Australian Market

OBJECTIVES

  • Continue to grow Montblanc fragrance business.
  • Attract new consumers to the brand.
  • Encourage multi-purchases across the brand.

360° LAUNCH APPROACH

For the launch to succeed, we needed the consumer journey to be highly visible and engaging. Therefore, it was important for us to create a journey where consumers would be aware of the brand at different touchpoints and finally convert at store level with our instore activations.
Key channels: SEO, Display Ads, OOH, Online and instore during the launch months.

AWARENESS: Out-Of-Home

Visible in over +1,400 digital screens within shopping malls, office lifts and in high in-transit locations, allowing the brand to be top of mind. 
Key channels: Outdoor Mega Screens, Bus Wraps & Digital Shopping Mall Screens
Credit: OOH Media, JC Decaux & Digital platforms

AWARENESS & CONSIDERATION: Digital & Social

Spanned across Display Ads, Social Media Ads, Youtube video pre-roll and SEO over two months we reached over 3.0M people and achieved a total of 15.0M impressions.
Key channels: SEO, SEM, Targeted & Retargeting Display Ads & Social Media.

CONSIDERATION: GQ Media Collaboration

The collaboration allowed Montblanc to target their core audience and communicate differently to the awareness phase.
Credit: GQ

CONVERSION: In-Store and Pop-Up Animations

From May – August, we activated across key retailers to ensure consumers were able to experience the fragrance and the brand.
To ensure the brand was top of mind, the activations occurred both in store and in pop-ups outside of stores.

RESULTS

The brand ranked in the Top #5 across Total Male Fragrances & Top #4 of the Total Fragrance Category across the key doors with instore activations.
Reached over 3.0M+ TPPL and over 15.0M impressions during the launch phase
Introduced a new customer base that continues to grow due to the expansion of the “EXPLORER” franchise.

Today, the brand remains in the Top 20 fragrances across major department stores.

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