When I was first approached by the agency on behalf of Notes Aromas I was asked to script two creatives for their brand that would be consistent with a male's point of view of cost and why they want to smell good.
I started to research Notes Aromas as a brand seeing their mission statement of wanting to make affordable fragrances that would reach a wider market of those who wanted named fragrances but couldn’t afford the price tag. Now I am in that target consumer group and often spend £100 or more every 4 months on a named brand. I asked myself:
why do I spend this amount? The name, the smell, and the attraction from the opposite sex.
What is happening right now in the country? The cost of living crisis.
so this brand's USP(Unique selling point) is the same fragrance as the named brands at an affordable price.
This was my first concept. With cost of living why pay out for named brands when the dupes smell the same? I then looked into the customer reviews seeing customer after customer state how happy they were with the fragrance and how long it lasts. One stated, “It lasts so much longer than a named brand.” I tested this with a sample and it was proven correct which gave me another USP.
I created the first concept script on a cost of living subject along with the two USP’s

The second concept I started with Why? Why do men want the fragrance? I thought back to when I was in situations, being in heavy clothing in hot temperatures and the reaction of some women after a long shift. We see an attractive woman come close we want them to be impressed not running for the hills. I used this as an opening hook for my second concept script using the same USPs. This concept went along the storyline of the right fragrance that can get you the girl.

I researched TikTok ads and meta library at what types of videos were trending at this time and found skits were in high retention with good results on conversions and CTR rates. I chose to make my concepts a mixture of educational regarding the USPs but in a skit format.

the brand approved both scripts and when produced both had high hook rates, retention, and top 2% conversion rates as seen below.