Lead Forensics

Fill 1 Created with Sketch. L'Occitane

Defining 'What is a Gift'.

L’Occitane is one of Europe’s leading beauty brands. In 2022 Guerillascope was appointed as its media agency for a Christmas advertising campaign that would build awareness and drive sales.

Key to the strategy’s success would be spotlighting L’Occitane’s key commitments. These included: the sustainability of its products and supply chains; biodiversity; waste reduction; and the empowerment of women.

Fill 1 Created with Sketch. Objectives

  • Brand building
  • Sales activation

Fill 1 Created with Sketch. Campaign

  • Leveraging IPA TouchPoints data, we set to to work on developing a plan that would grow the brand’s Share of Voice, with trust and reach crucial.
  • We quickly identified TV as the media channel best suited for communicating L’Occitane’s points of differentiation with emotive depth in a premium environment.
  • The “What’s a Gift” creative concept was subsequently born.
  • Using our analytical tools, we hand-selected TV channels and programming that indexed highly for L’Occitane’s ABC1 Women target audience.
  • The campaign was launched during an episode of Grand Designs on Channel 4 and ran in the lead up to Black Friday. Shows such as Escape to the Chateau and Britain’s Most Expensive Houses were also harnessed.
  • Premium spots on VOD, as well as tactical OOH and print activity, delivered incremental reach among lighter TV viewers.

Fill 1 Created with Sketch. Results

  • Despite coinciding with the cost of living crisis, L’Occitane’s TV and VOD activity generated a 12% year-on-year uplift in sales across all gifts.
  • Our attribution software revealed that the airtime had delivered nearly 10,000 visits to the brand’s website.
  • L’Occitane’s Share of Voice increased from 3% pre-campaign to 9% by its conclusion.
  • Using our Media Carbon Calculator, we worked with the brand to determine that the end-delivery of the TV, OOH and print activity had produced 121 tonnes of carbon. Guerillascope agreed to offset this.
  • Together, we achieved a Silver EcoVadis rating for the sustainability of our collaboration under the Responsible Beauty Initiative.
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Christmas is a key period for us. This year, we wanted to bring awareness on a more conscious way to gift during the holidays.​ Gifting at L’Occitane means supporting our core values such as respecting biodiversity, reducing plastic and empowering women. ​ ​Guerillascope helped us to build a very strong 360 campaign to reach all touch points; it was amazing to work together and I’m looking forward to our next collaboration! Agathe Leroux​, UK and Ireland Marketing Director, L’Occitane