Case Study

Centrecourt

Founded in 2020 with a rebellious spirit, ARC brings the South African market the most-loved local and most-coveted global, luxury brands and products, for all your beauty and self-care needs.

Client brief

The Pulse Communications team was commissioned to conceptualise, produce and manage an activation on behalf of ARC Store in Sandton City Mall to support in generating awareness – and drive sales – of the fragrances available

Customer Review

“The build looks incredible. You guys have done an amazing job. Well done - seriously."

KELLY FUNG, MARKETING EXECUTIVE AT ARC STORE

Goals

The primary goal of the activation was to:

Educate Sandton City Mall shoppers on the fragrances available at ARC Store
Drive traffic in-store with the ultimate end-goal being an increase in sales throughout the activation week

Results

During the activation week of 26 October – 1 November 2021, ARC Store in Sandton City saw an increase in average daily sales of 45% and an increase of average daily gross profit of 37%, as compared to the same month prior and which can be directly credited to the efforts of the centrecourt activation and supporting engagements.

Further to this, ARC Store was tagged in posts by influencers and media (including W24, Sunday Times and Modern Beauty) which garnered an overall reach of 540,316 supporting in the social media awareness for the week of activation.

Snapshot

The design and activation was conceptualised by Pulse Communications and Verb Media to

Draw attention from passersby in a quiet centrecourt
Provide passersby with an Instagrammable-moment to create hype on social media for the activation week
Educate and drive traffic in-store to support in fragrance sales

Solutions

An attention-drawing centrecourt stand was conceptualised, taking shoppers on a journey of the 6 x fragrances that were on display including KAYALI Deja Vu White Flower, SALVATORE FERRAGAMO Terra Rossa, MEMOOriental Leather, AMOUAGE Epic, VAN CLEEF & ARPELS Orchidee Vanille and ATELIER VERSACE Eclat de Rose. In order to create additional hype around the activation, Pulse Communications invited and hosted top Johannesburg-based fragrance influencers and media at the stand who posted their experience on social media, encouraging their audience to visit the stand. In addition, a competition element was added whereby those who visited the stand had the opportunity to guess the top notes of each fragrance for the chance to win all six at the end of activation week. For every person that interacted with the stand, or promoters, they were gifted with a 25% off voucher to spend in-store.

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