MAISON d'ETTO

Vertically integrated community building.The fragrance industry has long been dominated by billboard luxury houses embodied through polished, aspirational content. Maison MRKT identified an opportunity to divert from this traditional, often inequitable cost <> benefit content relationship, and instead invest in community-oriented content derived through our UGC & Creator Marketing Program. 

Through phased sourcing, brand warming and relationship building practices, our teams began to foster highly-authentic influencer-to-community moments oriented within the MAISON d’ETTO ecosystem. We explored testing across a range of influence markers for both new and existing customers — analyzing for reach, engagement and other organic behaviors to selectively optimize a core, brand-curated creator network.

Within this building period, we also integrated tracking and analysis of aesthetic cues specific to each creator, further enabling a strengthened workflow for future creative briefing. 

These included:

1. Creator Makeup: demographics, geographics, psychographics.

2. Visual Cues: videography style, environmental features and shot perspective. 

3. Language: voiceover style, cadence, tone, storytelling.

AboutMAISON d’ETTO is a luxury brand of artisanal fragrances that inspire moments of connection, reflection, and wellbeing. These gender-neutral creations are developed to be noticed and designed for intentional connection. Since 2019, this forward-thinking brand has disrupted the traditional landscape through a modern perspective on luxury fragrance.

Data-driven briefing and content optimization.Once this foundational creator strategy had been established and our creator community had been structured, our teams then shifted focus toward content. We integrated a multi-parameter testing approach that uncovered optimal, in-ad merchandising of key products. Through this analysis, our teams not only identified ideal creator x product matches, but also established more efficient gifting and distribution practices of Discovery Sets vs. Full Size Products.

Within the creator landscape of TikTok, YouTube and Instagram, there exists a wide range of content styles with varying degrees of relevancy as organic trends ebb and flow throughout the channels. To best orient MAISON d’ETTO within content roadmaps most effective for their customers, creators and product, we introduced advanced diversification testing to measure impact across multiple content types.

These findings not only guided higher quality content production, but also further informed our data-driven briefing process - enabling the scalable development of nuanced, high-performing UGC assets optimized for performance.