Codedesign, a multi-cultural, award-winning digital marketing agency with offices in Copenhagen, Lisbon and Manchester, carried out a set of video action campaigns for the beauty retailer Perfumes & Companhia and the results were impressive.

The world has never been more connected and yet, polarized. Codedesign is helping clients move from the limited concept of tribe, where proximity had a huge influence, into a multidimensional concept of a clan, where people with completely different cultural backgrounds share common beliefs, similar influences but still uniquely engage with brands. That is incredibly challenging.

As a beauty retailer, Perfumes & Companhia’s Black Friday 2020 challenge was to cover a demand that was more digital than ever – seeking to expand opportunities to engage with the brand beyond Search and Shopping and without losing a conversion-oriented focus during the most competitive week of the year.

Codedesign knew that the brand had different impacts among gen Z, Millennials, gen X and Boomers. If they double crossed that with different ways of communication (social, forums, etc) they would get segments with different patterns of communication.

Perfumes & Companhia and Codedesign began an approach focused around YouTube, specifically implementing video action campaigns combined with custom intent and remarketing audiences. This allowed them to tap into customers in the low-funnel position of the journey.

Knowing the importance of mobile, Codedesign created a set of vertical videos to run natively on smartphones, in addition to landscape videos. To maximize impact, sitelinks were also built to direct customers to the product categories of the beauty retailer they would most likely be interested in.

The campaign generated an increase of 32% in incremental sales, alongside a growth of 225% in incremental engagements – opening new opportunities for customers to interact with the brand during a very competitive period. The approach demonstrated the possibilities of YouTube and the successful skills of Codesign.

The agency defines itself as a search-led, innovative digital marketing agency specializing in SEO, PPC, social media ads, content marketing and data analytics. They are trusted with growing the online presence of companies on a local, national and international scale, working closely with its clients.

Codedesign has a physical presence in Lisbon, Portugal and Manchester, UK, but they consider anywhere there’s WiFi to be their digital office space. This global reach has allowed them to work with clients ranging from the Americas to the Middle East. They have been named one of Portugal’s best digital strategy firms.

Check out Codedesign digital channels: Website – LinkedIn – Facebook

beyondCampaigncase of studyclientsconceptdigitalLisbonManchesterPerfumes & CompanhiaPortugalUKVideo campaign