One brand is still independent and one is backed by Estée Lauder.

@curatedfarah

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Why it worked

The video provides high-value, analytical content that breaks down successful marketing strategies, positioning the creator as an expert in the field.

Summary

The creator analyzes the different marketing strategies of luxury candle brands Diptyque and Jo Malone on Meta. She highlights how Diptyque focuses on brand identity while Jo Malone utilizes a performance-based, occasion-driven approach.

Structure

1Introduction to the two brands
2Analysis of Diptyque's editorial strategy
3Analysis of Jo Malone's performance strategy
4Comparison of the risks and benefits of each approach
5Concluding question for the audience

Call to action

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On-screen text

one brand is still independent by Estée Lauder and they've built the most gifting focused paid social there's ever been and they're both selling the same candle to the same customer PAID BREAKDOWN today we're focusing on Diptyque versus Jo Malone Diptyque's ad library is very editorial they have a ton of campaign-led imagery their ads almost look like an extension of their store window their copy is very very minimal they might reference a scent name a material reference and occasionally a one liner which ties the fragrance or the candle to another world they're selling the whole identity of the person that buys this candle I would say that Diptyque is running a warm funnel campaign where they get their cold acquisition will be through their retail stores repeat buys and the experience people get when they actually step foot into their store Meta is purely there to stay visible to the people that already love them Jo Malone on the other hand has a full performance marketing strategy they've got higher volume multiple campaign formats running simultaneously and gifting tied to every single moment so they've tied their brand to specific occasions and the account runs consistently throughout the year because gifting never stops their conversion brief is therefore so much easier because they're not selling taste they're selling a product tied to an occasion Diptyque has built a meta ad account that protects their brand but this means that they do grow much slower and Jo Malone has built an ad account that converts consistently but the risk is that it reduces the luxury fragrance house to something that people associate with gifting only once your customer only starts thinking of you at Christmas they might forget you in March Diptyque avoids that by never tying their products to a specific occasion Jo Malone has made occasion the entire strategy and both are right for two completely different reasons the question is which risk can your brand actually afford to take follow for more paid ad breakdowns

Original caption

DIPTYQUE VS JO MALONE #ecom #founder #businessgrowth

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Transcript

One brand is still independent and one is backed by Estée Lauder. And they've built the most gifting-focused paid social there's ever been. And they're both selling the same candle to the same customer. This is Paid Breakdown where I compare two brands in a similar niche and their strategies on Meta. Today we're focusing on Diptyque versus Jo Malone. Diptyque's ad library is very editorial. They have a ton of campaign-led imagery. Their ads almost look like an extension of their store window. Their copy is very, very minimal. They might reference a scent name, a material reference, and occasionally a one-liner which ties the fragrance or the candle to another world. They're selling the whole identity of the person that buys this candle. I would say that Diptyque is running a warm funnel campaign where they get their cold acquisition will be through their retail stores, repeat buys, and the experience people get when they actually step foot into their store. Meta is purely there to stay visible to the people that already love them. Jo Malone on the other hand has a full performance marketing strategy. They've got higher volume, multiple campaign formats running simultaneously, and gifting tied to every single moment. So they've tied their brand to specific occasions and the account runs consistently throughout the year because gifting never stops. Their conversion brief is therefore so much easier because they're not selling taste, they're selling a product tied to an occasion. Diptyque has built a Meta ad account that protects their brand, but this means that they do grow much slower. And Jo Malone has built an ad account that converts consistently, but the risk is that it reduces the luxury fragrance house to something that people associate with gifting only. Once your customer only starts thinking of you at Christmas, they might forget you in March. Diptyque avoids that by never tying their products to a specific occasion. Jo Malone has made occasion the entire strategy, and both are right for two completely different reasons. The question is, which risk can your brand actually afford to take? Follow for more paid ad breakdowns.