Glasshouse Fragrance Case Study

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Overall strategy concept
According to the analysis in part A, the main problem about the brand is that the weakness of the brand self-cultural so that lack of brand awareness. Thence, the objective of the strategy is to help glasshouse fragrance building the brand image. The emphasis of this communication strategy is to shape the brand’s image through the user experience. The strategy will combine social networks and traditional methods. The slogan of the campaign is "go into the sensory wonderland". Spread the brand advertising on the electronic billboard while installing the sprayer on the billboard device, when the customer approaches the sensor range, the electronic screen will open the interactive mode. When the user scanning the QR code
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It makes people feel into a fantasy world, as the figure 5 shows below.

At the same time, the brand will open offline experience studios, to attract consumers to create their own scented candles, so that consumers understand the quality of the ingredients and the production process (Figure 6). Furthermore, Glasshouse fragrance could cooperate with some celebrities to launch the limited-edition candles, using celebrity effect to promote the brand.

The strategy is suitable for the marketing communication of glasshouse fragrance. There are three reasons from the point view of IMC theory. The first reason is that the message from this strategy is coordinated. “Energy use in integrated marketing communication means actually ‘speaking with one voice’. Coordination of messages and means of communication is essential
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On social media, the brand will use platforms such as Instagram, Facebook and Twitter to show their brand culture, at the same time, they also could put some quizzes about the brand culture and the knowledge about fragrance interact with the audience. When they share the campaign with # ‘go into the sensory wonderland’ to their friends, they could get a coupon from Glasshouse fragrance. According to Teixeira, the directionality of mass media is one-way, so in the magazine, the advertising is just conveying the message about the brand's image to the audience (2012). Different from mass media, the online media is both-way, thus advertising is focused on the interaction between the audience and the brand (2012). About social, except both-way, it has also cross-way, the audience could communicate with each other (2012). The purpose of quizzes has raised the communication Around

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