2023

TERRE D’HERMÈS Eau de Toilette & Perfume

Europe

Personalisation

Seasonal occasions

Hermès wanted to offer a personalised digital sampling experience by letting consumers choose between two fragrance strength: Eau de Toilette or Pure Perfume.

54.22%

Opt-in rate

10.74%

Click-to-open rate across the email journey

On social media

The goal?

The goal was to allow consumers in various European countries to (re)discover Hermès' iconic collection around key seasonal occasions such as Father's Day or the start of the school year.

Hyper-personalised sample recruitment

We worked with Hermès and its media agency to set up a Meta recruitment campaign, including a feature that allowed consumers to select a fragrance based on their preferences.
Each consumer journey was fully personalised based on the chosen fragrance (from emails to packaging).

Waste-free sample recruitment

Data processing was carried out throughout the recruitment process, including postal address verification, removal of duplicates and deduplication in order to exclude consumers who had already received a sample during a previous Terre d'Hermès campaign. This ensured effective targeting while managing stocks for each fragrance in order to adjust media coverage in real time.