After the Olfaplay digital radio, then the Mindscent application, which uses a neural sensor to analyze customer sensations to find their ideal fragrance, Guerlain is now adopting the Display 3D Swirl format to communicate on its Aqua Allegoria range.
By Marine Conan
Guerlain, a pioneer House in terms of innovation
Maison Guerlain continues to assert its pioneering position in terms of innovation. After launching Olfaplay, digital radio declined in the form of an application and website dedicated to perfume enthusiasts, then the Mindscent application, in 2019, it is now the Display 3D Swirl format that it adopts to communicate on its range Aqua Allegoria.
Swirl is a new immersive display format designed for the mobile web and available on Display & Video 360. So, through deployed banners, people can explore all angles of the bottle by rotating the 3D object as if the product before them was palpable.
For the famous perfumer belonging to the LVMH group, Aqua Allegoria is an invitation to the joie de vivre that draws its inspiration from the gardens of the World. Thanks to 3D, the user is now in control of his discovery. He can play with the raw materials that make up the essence or with the bottle, a tribute to the famous bee bottle. That’s what Google DV360’s Swirl technology does. Developed in partnership with the digital studio Mediamonks, this format has also been rewarded from a technological point of view.
A commitment rate multiplied by three
“Swirl opened up new creative opportunities for us. We are able to tell a more dynamic story around our products and give customers a new and effective way to discover them. “Said Jean-Denis Mariani, Chief Digital Officer of the iconic Maison, which since its creation in 1828 has been characterized by its creative audacity.
Far from being a simple gadget, the performance indicators on this campaign have proven the effectiveness of this new format: the engagement rate has been multiplied by three compared to other more conventional formats and intentions purchases climbed 17 points.
“The exceptional performance of this campaign in terms of engagement showed us that we had made the right choice. This commitment then translated into intention to buy and sell online, demonstrating that the number and time of interaction are ultimately good proxies. We will re-use this format on future campaigns in order to differentiate the experiential and emotional aspect of our fragrances. “Said Eve Uzan, Global Head of Digital Media at Guerlain.
By using this new format, Guerlain proves once again that it is an innovative player who dares without renouncing its heritage and renouncing its values which have enabled it to build such an emblematic image.
