Support from 2002 to 2017 by:
Distribution area of the campaign: Austria
Initial situation
When Marionnaud successfully entered the Austrian market in 2001, REICHLUNDPARTNER developed a communication campaign that brought the client market leadership after only three years. During the following 10-year collaboration, this was steadily expanded and Marionnaud held the absolute number 1 position in the selective perfumery market.
In March 2015, a new campaign was launched to comprehensively strengthen and expand the brand. In addition to radio advertising, short TV commercials, print ads and promotional materials, numerous CRM activities were also implemented.
Strategy
The Marionnaud Paris brand was charged with new content and especially with emotions in order to differentiate itself from the competitive environment. The main focus was on highlighting the core competencies of charm, expertise and the low entry threshold. Because this clearly differentiated the brand from the competitive environment and created a counter-positioning. With the claim “Be yourself.” Marionnaud Paris came even closer to consumers and was thus able to provide them with perfect advice and help them express their own personality and beauty.
However, the campaign was not only directed outward, to customers, but also inward, thus creating motivation and enthusiasm within the company.
Implementation
The proximity to the customer was also reflected in the visual appearance through a charming and high-impact visual language. International subjects were also used, which were adapted for the Austrian market.
To further emphasize the understanding of customer needs and highlight Marionnaud Paris’ impeccable advisory skills, the campaign also relied on a consistent “Inspirational Quotes”-style headline mechanic.
The verbal idea focused on the emotional benefits of the brand and showed the way to more self-confidence for women – and men, too, consistent with the motto “Be yourself.” This was also perfectly in line with the international “Born to be me” campaign launched in 2016. This strategy was reflected in all channels ATL, BTL as well as in internal communication.
