Luxury chocolate retailers Maison Samadi are best known for their chocolates at hotels like The Dorchester and events like Fashion Week, but now they’re moving into the B2C market. One of the big contributors to this was their recent pop-up shop at the Harvey Nichols Foodmarket in Knightsbridge, London.
This was one of their first retail listings and a really exciting opportunity for them. Having worked with Maison Samadi previously, it made sense for us to support this activity digitally as we have a good sense of their brand and image.
They wanted to drive awareness, and traffic to their pop-up, so we ran a Facebook campaign with two main bursts. The first burst coincided with Eid, which marks the end of Ramadan. At this time, it’s traditional to eat and gift chocolates. This made it a perfect fit for Maison Samadi, who have a long family tradition and heritage from the Middle East.
We ran a highly targeted ad on Facebook, and kept it localised to the Harvey Nichols store. It focused on key words such as chocolate and gifting and filtered by gender, income and profession to refine the demographic. Despite being so specific it garnered a reach of 124,000 and generated 243,000 impressions in two weeks!
There was a massive interest online and it drove an uplift in traffic to the Foodmarket. The food and wine retail manager said Maison Samadi products were ‘flying off the shelves’!
During all of this we also filmed additional content. We interviewed the retail manager and people shopping and created a short film. After an edit, this film became the second burst on social. It garnered a further reach of 27,000 with an average view time of 17 seconds.
Following the success of these campaigns, Maison Samadi are now staying at Harvey Nichols for a further two months. There’s even talk of a permanent listing, which would be incredible for this amazing business.
We had a great time working with them and can’t wait for our upcoming filming at their first boutique store in Hammersmith.