Marionnaud France Vivo Cerruti 1881
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Introduction

Designer Parfums partnered with OptimO Marionnaud France to launch an innovative retail media campaign for the fragrance VIVO CERRUTI 1881. The campaign aimed to create a strong brand presence across multiple touchpoints, blending OptimO Offline, OptimO Offsite and OptimO Onsite activations to engage consumers and drive both awareness and conversion.

 

 

Objective

The campaign was designed with a two-phase goal:

  • Year 1 (2024): Build brand awareness for the launch of VIVO CERRUTI 1881.
  • Year 2 (2025): Drive conversion and strengthen loyalty through targeted activations.

 

 

Strategy

The strategy centred on a 360° omnichannel approach to reach the target audience – men aged 20–35 – through immersive storytelling and impactful brand experiences.

  • Category Focus: Claim: BREAK THE CODE. BE ALIVE.
  • Platform Optimisation: Narrative: The VIVO man embodies the spirit of modernity, seamlessly navigating between real and virtual worlds. Unlocking the code represents embarking on a sensory odyssey, reinforcing the fragrance’s identity as bold and dynamic.

 
Channels were selected to maximise visibility and engagement:

  • OptimO Onsite: Trade activities, DOOH in-store screens, beauty advisor interactions.
  • Optimo Offline: DOOH outdoor placements, Marionnaud HQ event.
  • OptimO Offline: Street marketing and sampling.
  • OptimO Offsite: Influencer partnerships, sponsored ads, and connected TV campaigns.

 

 

Execution

The campaign rolled out in two stages:
 
1. Awareness Phase (2024):

  • Sponsored Product Displays: High-impact OptimO Offline DOOH placements in-store and outdoors.
  • Creative Optimisation: OptimO Offline Street marketing and sampling to create tangible brand experiences.
  • Audience Targeting: OptimO Offsite Influencer-driven storytelling and connected TV ads to amplify reach.

 
2. Conversion Phase (2025):

  • OptimO Offline POS activations supported by beauty advisors.
  • Continued OptimO Onsite and OptimO Offsite digital engagement through retailer websites and social media.
  • Integration of OptimO Offline sampling and loyalty-building activities.

 

 


“By combining Marionnaud’s retail media ecosystem with Designer Parfums’ creative vision, we turned every touchpoint into an opportunity for discovery and engagement.”

— Feifei WEI, Head of Retail Media, Marionnaud Optimo, Marionnaud Group

 

Results

The campaign delivered exceptional performance across both physical and digital channels
OptimO Offline In-store uplift:

  • Reach & Engagement: +109% on SKUs
  • Top Categories & Products: +103% on men’s alcohol franchise
  • Digital impact:
  • Total impressions: 70M
  • Clicks through retailer websites: 3,025
  • Engagements: 175K
  • Connected TV impressions: 7M
  • Samples distributed: 68K

 
These results significantly outperformed benchmarks, with ROAS and engagement rates exceeding expectations.

 

 

 

 

Conclusion

Adopting a 360° omnichannel approach, Designer Parfums not only established strong brand awareness during the launch year but also laid the foundation for long-term customer engagement and loyalty. The impressive uplift in sales and digital performance metrics underscores the effectiveness of blending storytelling with innovative retail media strategies.

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