Designer Parfums Creator-To-Sales Correlation Program
Influencer MarketingBrainlabs built audience-first influencer strategies for each Designer Parfums brand and a proprietary tool that correlated creator and paid media activity with in-store fragrance sales.
About the campaign
Brainlabs ran influencer marketing for Designer Parfums and built its own tool to link creator activity to in-store sales. Designer Parfums is a fragrance house whose portfolio includes Playboy, Ariana Grande and Cerruti. It needed sales across every brand without one brand cannibalising another. Most of its fragrances sell in brick and mortar stores, so proving the effect of influencer work was hard.
The agency wrote a separate audience-first strategy for every brand in the portfolio. It also built a proprietary piece of tech for the work. The tool tracked the correlation between influencer and paid media activity and actual in-store sales. It delivered timestamped correlation, so sales results could be checked against activity. The work ran as a 1.5 year partnership.
The agency reports that the influencer-first approach generated reach, engagement and high purchase intent. The agency says the campaigns gave Designer Parfums a data-driven roadmap for launching and scaling brands. The work won a Global Performance Marketing Award for Best use of data and insights.
Case in 60 seconds
Designer Parfums needed sales across a portfolio spanning Playboy, Ariana Grande and Cerruti without its brands cannibalising each other, while most of its fragrances sold in brick and mortar stores where influencer impact is hard to trace.
Fragrance shoppers in a crowded shelf respond to different brands for different reasons, so one shared audience plan would pull the portfolio's brands against each other, and only sales data tied to timing could convince a retail-led business.
Each brand received its own audience-first influencer strategy, and Brainlabs paired that segmentation with proprietary tech that set creator and paid media activity against in-store sales, so advocacy and proof were planned together.
Across a 1.5 year partnership, influencer and paid media activity ran on brand-specific strategies, while a bespoke tool recorded timestamped correlation between that activity and actual in-store sales for each fragrance brand.
Brainlabs reports that the influencer-first approach produced reach, engagement and high purchase intent, gave Designer Parfums a roadmap for launching and scaling brands, and won a Global Performance Marketing Award for Best use of data and insights.
Strategy Breakdown
Creative & Execution System
Partners
- Brainlabs
Results & Evidence
| Metric | Value |
|---|---|
| Partnership Length | 1.5 year partnership |
Why Brainlabs' strategy worked
- 1
A multi-brand portfolio avoids internal cannibalisation when each brand gets its own audience segment, because creators speaking to distinct audiences stop competing for the same shopper.
- 2
Where sales happen offline, timestamped correlation between creator posts and till data gives influencer spend a commercial case that reach figures alone cannot make, which matters most to retail-led categories.
- 3
Building the measurement tool at the start of a long partnership turns each campaign into data for the next launch, so the learning compounds across brands rather than resetting each time.
Results
1.25M+
Combined views
493K
Top post views
1.2M+
Instagram views
Results
3.6M
Reach
4.3M
Impressions
453
Media posted
