Puig has partnered with Irish scale-up Gladcloud to launch an exclusive social media marketing tool for their travel retail partners to help them in driving brand awareness among travellers in their airport location(s).
The tool named ‘Travel Connect’ comes in the form of a dashboard, where travel retail partners just need to connect their Social Media pages to sign up, and they can then access sponsored advertising for Facebook and Instagram. The assets are customised to their location(s), with advertising spend from Puig. These campaigns reach social media users within a defined radius of the travel retail partners’ location(s). Travel retailers can also view the performance of these campaigns from their dashboards.
Travel Connect has helped Puig create brand awareness for the launch of their new fragrance: FAME by Paco Rabanne launched globally with their travel retail partners. Gladcloud collaborated with Puig teams and created customized, hyper-locally targeted advertising for each of their travel retailer partners including giants like Dubai Duty Free, Dufry and Heinemann.
Each participating airport location ran two campaigns targeting travellers in the pre-travel and post-travel phases, to reach audiences who are most likely to make a purchase decision. The campaigns were published from each retailer’s own social media pages, taking advantage of the Travel Connect platform, and achieved a record 80% decrease in CPM (Cost Per Mille) when compared with Puig’s previous product launches across multiple global markets.
Ashley McDonnell, Global Digital Media & E-Commerce Director – Global Travel Retail at Puig said ‘By working with Gladcloud to launch Travel Connect for our Travel Retail partners, we have achieved significant efficiencies and cost effectiveness in targeting travellers passing through airport retailers with hyper-localised paid social media advertising for Puig brands‘
Gladcloud has deployed its proprietary Collaborative Social Media Marketing platform across multiple sectors, including a Global partnership with Diageo.
“We are delighted to be working with the Puig to support their Travel Retail partners with a social media marketing program that drives the most efficient and effective activations for Puig brands,” said Keith Curley, Co-founder and Chief Growth Officer, Gladcloud.