Rationale
Unfold London created a ‘Scent Sunday’ competition for Miller Harris, to help grow the brand’s social media following and database sign ups. For this campaign, every Sunday, the brand ran a competition, encouraging consumers to like a post and follow Miller Harris’ social media page/ sign up to the brand’s email database. By doing this, consumers were entered into a competition, for a chance to win an exclusive giveaway.
Unfold London organised partnerships for this competition, so that consumers had the opportunity to win a product(s) from an additional luxury brand to Miller Harris. The competition partners also ran the giveaway on their own social media channels, extending the reach of ‘Scent Sunday’ as well as Miller Harris brand awareness. Brand partners that have participated in this competition include Aspinal of London, Nicholson’s Gin, Hayford and Rhodes, delilah cosmetics, Hamilton and Hare, Pol Roger champagne, Circus London and McQueens flowers.
Results since start of Scent Sunday, June 2017
- Facebook Growth: 24%, from 12,766 to 16,900 (comparable media to run Promote Page ads worth £12,400)
- Instagram Growth: 36%, from 8,448 to 13,400 (comparable media to run Promote Page ads worth £14,800)
- In 2018, Scent Sunday entry switched to database sign-ups. Averaging 1,200 database sign ups per week, due to reach achieved in social media on Scent Sundays
