CASE STUDY 2
Eternal Fragrance
Holiday Gifting Made Easy
01. Insight → 02. Strategy → 03. Creative → 04. Execution → 05. Testing & Optimization
The Problem:
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During the holidays, consumers are overwhelmed by time pressure and rising costs, making it difficult to find gifts that feel meaningful, premium, and financially responsible.
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Launch a holiday campaign to maximize conversion.
The Opportunity:
Fragrance is one of the most gifted categories.
The smartest, fastest way to give a luxury gift to everyone on your list.
My Role:
Creative Strategist (Brand & Performance)
Led the development of a holiday-specific creative strategy, translating customer psychology into a full-funnel gifting campaign system across Meta, Email Marketing, TikTok, Amazon, and Walmart.
4X
Sales Growth
4.31%
Avg. CTR
2.5
Avg. ROAS
01. Insight
“Look like a great gift giver without financial regret”
GENERATIONAL INSIGHTS
Gen Z (18-29) - "Treat Culture"
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Financially constrained
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Value is the #1 driver
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Self-gifting
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Shops last minute
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Influenced by Social Media
“I want to give something that looks expensive… even if it’s not”
Millennials (30-45) - "Cautious Splurger"
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Budget-aware but value-driven
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Gifting = responsibility (partners, family, friends)
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Seeks safe, high-quality choices
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Relies on reviews + trust
“I want to give something thoughtful without overspending”
MICRO-MOMENTS
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She screenshots a $325 fragrance gift set from the group chat, spends 12 minutes searching for a dupe that doesn't look like a downgrade, closes all the tabs, and repeats this cycle four more times before December.
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It’s 11:47pm 1 week before Christmas, they’re in bed scrolling “gift ideas for her,” opening 12 tabs, realizing everything either feels too generic or too expensive, and thinking, “why is this so hard?”
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Standing in a store holding a $120 fragrance box, they hesitate, wondering if it’s worth it for one gift when they still have five more people to buy for.
WHITESPACE GAPS
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The multi-recipient angle – how to use multiple bottles as a gift-giving strategy to cross everyone off the list at the same time.
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Discovery sets as perfect gift solution.
"One bottle for your mom, one for your best friend, one for yourself, all under $90."
Bundles often outperform straight percentage discounts and increase AOV.
02. Strategy
1
Make it feel expensive
Premium bottle design + iconic scents
2
Make it feel safe
"Can't go wrong" + social proof
3
Make it effortless
"Gifting made easy" + bundle and save
4
Make it socially validated
"They thought it was designer" reaction-based storytelling
03. Creative System
Full-funnel Strategy
TOF:
DISCOVERY
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Goal: Stop the scroll + introduce gifting angle
- UGC:
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“If you don’t know what to get them… get this”
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“Best luxury gift under $30”
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- Product Shots:
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Gift-ready visuals
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Packaging-focused
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MOF:
CONSIDERATION
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Goal: Reduce risk + build confidence
- “They Thought It Was Designer”
- “For her / for him / for anyone”
BOF:
CONVERSION
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Goal: Close with certainty
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Review-led "premium gift"
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Holiday bundle + save
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Urgency
04. Execution
A/B tested a range of creative approaches across paid social, from voiceover-led storytelling to music-driven, scroll-stopping content, while building a consistent organic social calendar, email program, and web banners. Here are a few examples.
Learnings & Optimization
Turning fragrance from a risky purchase into the easiest way to give a luxury-feeling gift without overspending.
While the campaign initially leaned into “the perfect gift,” performance insights showed that perfection may increase decision pressure, causing hesitation rather than conversion.
Discounted price messaging wasn't enough and too generic.
Users responded more strongly to messaging that reduced effort, while maintaining high gift value.
"Gifting Made Easy" + bundle & save.
Perceived value > actual price.