Launch Campaign

Elie Saab

The Story

Elie Saab is a Swiss luxury brand and their timepieces collection reflects their rich history and exudes elegance. Made of the finest quality and craftsmanship, their watches are feminine but also reflect the spirit of the modern woman. Their collection is boldly sophisticated and precise in its artistry. They want to make their presence felt and consequently drive sales in the UAE market.
In a competitive luxury market for women like the UAE, Elie Saab wanted to stand out.
They wanted to grow their subscriber base.
They wanted to engage with their existing subscribers and promote brand awareness.
They wanted to identify cohorts like TOFU, MOFU & BOFU and engage with them differently.

Digital Campaign

The Pixl Solution

In order to increase their brand awareness in the UAE region, we used Search, Social and Ad networks and a combination of the right content and targeting strategy to deliver optimum results. User behaviour in the form of social media likes, shares and hashtags were studied and different cohorts of target audience were formulated.
We identified cohorts like Top Of The Funnel(TOFU), Middle Of The Funnel(MOFU) and Bottom Of The Funnel(BOFU) and designed different types of campaigns for each cohort. TOFU users had never purchased a product so they were sent brand awareness campaigns. MOFU users had made a purchase at least once and according to the recency of the transaction they were sent campaigns with enticing offers to transact again. BOFU users were the ones who had dropped off at a certain point like a product view/add to cart and they were sent drip campaigns to complete the activity.
For the website, we enabled the UI / UX and the core design to represent the brand’s ethos: luxurious and modern, yet rooted in tradition.
Incorporating E-Commerce play elements and a robust email marketing program, we also contributed massively to sales.

Percent Increase in Sales

Percent Increase in Subscribers

Percent Engagement Rate

The PIXL Difference

Sales increased by 50%(1.5X)
No. of subscribers increased by 25%
The launch was a success and engagement was 19%

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