Custom Tech Triggers Explosive Revenue Surge
Featured Services: Data Strategy, Paid SearchYear over Year Sales Increase
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Summary of case study
Jo Malone London set out to disrupt the male luxury fragrance market, challenging the perception that it was a brand for women and candles.
The mission wasn’t just to launch Cypress & Grapevine but to redefine Jo Malone London’s place in the category and inspire men to see fragrance as an essential personal luxury.
Through a study of modern masculinity archetypes, we targeted key audiences with sharable, high-profile vignettes designed to drive word-of-mouth—the second biggest sales driver in the category. The campaign launched during Father’s Day clutter, yet we broke through with premium media placements and ambassador-led storytelling that resonated deeply with consumers.
The results were extraordinary: five months’ worth of sales in just four weeks (+341% YoY). This wasn’t just a fragrance launch—it was a cultural shift, proving that bold positioning and strategic media execution could redefine a brand’s relevance at scale.
Solution
The approach was twofold—honoring the old rules of luxury while embracing the new. Quality had to be front and center, but so did cultural influence, social proof, and modern storytelling. The campaign was built on a sequential messaging matrix, carefully balancing heritage-driven brand storytelling with dynamic, ambassador-led content.
To establish quality credentials, Jo Malone London dominated high-impact, premium placements across TV and Out-of-Home (OOH), strategically aligning hero assets with key cultural moments, including Euros24 games.
These placements ensured immediate credibility and association with high-status, high-engagement moments.
To build cultural momentum, the campaign leveraged ambassador-led sequential storytelling across TV, BVOD, YouTube, and Social, maximizing the capabilities of each platform.
This subchapter sequencing approach allowed the brand to introduce reasons to consider and purchase in a dynamic, immersive way. Instead of relying on a single burst of messaging, Jo Malone London built a groundswell of influence, reinforcing the fragrance’s desirability through repeated, high-impact moments across a 360-degree media plan.
The Execution: Every touchpoint was orchestrated to mirror the modern luxury purchase journey, ensuring that consumers received the right message at the right time. Hero assets were placed in premium environments, delivering immediate credibility and authority. Meanwhile, the subchapter sequences allowed social storytelling to thrive, sparking organic engagement and word-of-mouth momentum.
Through the brand’s largest-ever global ambassador partnership, Jo Malone London further amplified its message, ensuring that Cypress & Grapevine was not just seen but talked about, shared, and adopted as a must-have men’s fragrance.
The Results: The campaign’s success was nothing short of groundbreaking. Male audience awareness increased by 7.1% year-over-year, while female awareness grew by 2.6% YoY, demonstrating the campaign’s broad reach and cross-gender appeal. Most notably, the campaign delivered five months’ worth of sales in its first month alone (+341% YoY), securing Cypress & Grapevine’s place as Jo Malone London’s top-performing SKU.
This campaign didn’t just sell fragrance—it created a cultural shift. By blending high-status placements with socially driven momentum, Jo Malone London successfully moved from brand to movement, from gifting to self-purchasing, from niche to viral.
“We knew there was a huge market to tap into within men’s fragrance and needed exactly the right media approach to achieve this, championing the largest Global Ambassador across ELC. We’re delighted that our campaign not only met but exceeded expectations, delivering five months’ worth of results in just one month. The numbers speak for themselves!”
- Sarah Lyall, Jo Malone London Marketing Director
