fbpixel Granado's UK Launch - MG Empower
CS_Granado_UK_Launch
Granado’s UK launch
#GranadoLondon #GranadoLondon #GranadoLondon #GranadoLondon
Markets
UK
#GranadoLondon

Launching and driving brand love for Granado in a new market.

Founded in 1870, Granado is a legacy brand and one of the top perfumeries in Brazil. But prior to opening two London concept stores in August 2023, brand awareness in the UK was low. So, we designed a strategy focused on a 360 campaign that would bring the brand’s philosophy to life and build brand love, recognition and awareness in a new market. Our experts delivered that through a scroll-stopping influencer, experiential and media campaign, leveraging synergies between paid and earned media to plant the seeds for Granado’s growth into a consumer favourite in the UK.

238905678 K
IMPRESSIONS
89 %
ORGANIC ER
12123.90123 K
€ EMV

Build brand love and awareness in a new market.

Granado is a household name in Brazil, but yet to be appreciated as widely in the UK. So, our challenge was to generate awareness and recognition in an entirely new market by leveraging Granado’s heritage, philosophy and bold, tropical creations – plus drive web traffic and footfall.

 

 

 

 

 

Challenge.
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Strategy.

Fuse influencer, media and experiential to bring Granado’s philosophy to life.

As a brand, Granado believes perfumery is an art of living. So, we devised a 360 strategy that combined influencer, experiential and media activations to bring that philosophy to life. The influencer activation spanned three phases – unboxing, store visits, and event coverage – with three multi-tier creators posting on-brand, inspiring content at strategic touch points. The experiential element was a high-end event at the Ham Yard Hotel, all designed, planned and produced by our Studio team. On top of the influencer attendance, seven global talents participated organically and generated earned media – aided by UGC mechanisms including a photo booth, a Brazilian band, product seeding and post-event content packages.

Content engaged key audiences, and earned media went through the roof.

The fusion of phased influencer content with paid media and a scroll-stopping IRL experience made Granado’s UK launch a success. The 9% engagement rate is testament to the quality of the influencers’ content, and the effectiveness of the media strategy behind it. Beyond the numbers, sentiment analysis highlighted a widespread recognition of Granado’s strong connection with Brazil, and big interest in the concept stores, driving footfall and brand love – and planting the seeds for its forthcoming growth into a consumer favourite on this side of the world.

 

 

 

Results.
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