The Fragrance Shop + Alesha Dixon + Rose Quartz
The Fragrance Shop (TFS), the UK's largest independent fragrance retailer with 160 stores nationwide, brought in the Creative Content Agency to help improve their social and content marketing. We went straight to work, focusing TFS's launch of Alesha Dixon's debut fragrance "Rose Quartz".
With Alesha being a judge on Britain's Got Talent and a mainstream UK celebrity, her brand, like many fragrance brands, can easily overpower the brand of an independent retailer (many of which are known for discounting and price matching). Therefore we wanted to ensure that the content raised the profile of the The Fragrance Shop alongside the product.
The Fragrance Shop had already produced some video content with Alesha at the Rose Quartz press launch. We opted to reshoot this video at a later in-store appearance. In this post, we show a "before and after" comparison, with our observations and production notes included for your reference.
Before (produced by The Fragrance Shop):
Here's exactly what we observed:
1) Too long before anything happens
The first 7 seconds of the video is a branded animation. Some online viewers have patience for a short intro IF it is super engaging. However, the focus should always be getting straight to the action in a world where viewers will just use the timeline to skip forward.
2) Poor production quality
Alesha Dixon's fans are used to seeing her at a TV production standard. We felt the poor quality production was subtly reducing the perception of her brand, the products brand and especially the retailers brand. In this case the lack of focus on the video lens and the lack of microphone for dedicated audio capture was a shortcoming. It's just another reason for the viewer to switch off.
3) Video flow disturbed and goes off brand
The questions show up in the form of animations, disturbing the flow of the interview. Also with so much YouTube content being consumed on mobile, the font size of the questions can be challenging to read on small screens.
After (produced by Creative Content Agency):
Some of the changes we applied:
1) Immediately gets straight into the content. The video's purpose is written at the bottom of the video combined with a product image. This is called a "custom lower third".
2) Shot with a dedicated video camera, microphone and lighting.
3) Retailer's brand and fragrance brand are reinforced through subtle cutaway shots of the store and the product. This also keeps the video punchy.
4) Clean, branded outro
We also took the opportunity in shoot some additional clips for micro-content, with Alesha talking about shedding her baby weight and working with Pharrell Williams. This content was then blogged and sent out via email to drive web traffic.
If you would like to discuss this case study further, please get in contact.