The Sarantis Group has successfully marketed a range of products, including shower gels, body creams, perfumes, and air fresheners in the Greek market for years. Expanding their distribution, the group introduces a new line of fabric softeners to the Greek market under the brand Tesori d’ Oriente.

Tesori d’ Oriente is an Italian brand inspired by the treasures of the East just as its name suggests. The brand offers a complete range of beauty and personal care products, including air fresheners and fabric softeners with exotic aromas, all elegantly packaged to give an exclusive and prestigious touch. The fabric softener line features enchanting fragrances like White Musk, Ayurveda, Byzantium, Hamman, and Thalassotherapy, with a concentrated creamy formula for 38 washes. With an innovative composition and microcapsules gradually releasing aroma, these softeners provide a long-lasting scent for up to 8 weeks. Synthetics and colorant-free, they safeguard clothes’ fibers, delivering unparalleled softness.

The Sarantis Group decided to support the launch of the Tesori d’ Oriente fabric softeners in the Greek market and promote both the brand and its softener range, placing emphasis on the category and individual products. The challenge was that it solely relied on the digital world as its communication vehicle to do so and at the same time communicate its unique identity and make the brand and range of products widely recognized.

In collaboration with The Sarantis Group, Mozaik accepted this challenge and developed a brand communication strategy in order to create awareness and introduce the new line to the Greek market. In a competitive landscape, the goal was to differentiate the communication and promote the premium nature of the brand. Leveraging digital channels, Mozaik aimed to disrupt norms and attract public attention, emphasizing each variant’s benefits and the magical aromatic world inspired by the East. The storytelling approach, executed through a strategic video marketing campaign on YouTube, positioned Tesori d’ Oriente as a distinctive and high-end offering in the fabric care category.

Based on the DNA of the brand and the aromatic treasures of the East from which the products are inspired, we created the tagline “Some treasures are inexhaustible” that accompanied all of the branding. In the introductory stage, we created visuals for each fragrance showcasing impressive fabrics and ingredients.

Then, with a modular communication that unfolded on social media with a series of online videos, we captured the aromatic experience that the consumer has when using the products.

Starting with the hero video, our aim was to immerse viewers in an aromatic journey to the world of Tesori d’ Oriente. Featuring images of faraway lands, premium fabrics, and exotic ingredients, the video transported viewers to the depths of the East, setting our brand apart and emphasizing its unique aromas. Continuing with the same concept, we individually promoted each product through a series of bumper videos and impactful static and animated Social Media posts. Utilizing the interplay of women and ingredients, we highlighted the aroma of each product, ensuring the public was informed about its distinctive USPs. Our strategic direction was to connect the brand with the unsurpassed aromatic experience it offers you, as well as the feeling of physical and mental well-being, while creating awareness both for the brand and for its range of softeners.
For broader audience reach and positive impact, we collaborated with a diverse group of influencers, providing them with a press kit inspired by the treasures of the East.

The kit, resembling a wooden treasure chest, included a symbolic compass, four postcards showcasing the campaign’s key visuals and each fabric softener along with its main ingredient. The influencers were carefully chosen based on their alignment with the brand’s target audience. This strategic selection encompassed travel bloggers, aligning with the concept of Tesori d’ Oriente’s fragrant journeys, fashion influencers with a focus on fashion and laundry care, home/decor influencers offering grooming and home improvement tips, and wellness influencers promoting the self-care concept through the brand’s aromatic experience.

Also, a dedicated landing page was developed to promote the brand and its range of fabric softeners, offering comprehensive information for each variant.

In four months, our strategic communication efforts achieved 11M+ impressions, reaching 2.5M+ unique users with a 75% coverage of our target audience. Engaging content, strategically distributed across digital channels, attracted significant interest, with 25% watching the skippable hero video at 50%. Despite being relatively unknown in the Greek market, these results reflect a remarkable success. Beyond digital impact, Tesori achieved a 30% increase in value, gaining 2.7% in Value and 3.1% in Volume within five months, securing a prominent position in the category. The monthly increase in value share, nearing the annual goal in just 4 months, underscores the brand’s rapid growth. In terms of individual variants, White Musk claimed the top spot in Nielsen’s May ranking, while Byzantium secured the 18th position.

Our strategic approach successfully introduced the brand as well as its fragrant fabric softeners to the Greek market while travelling users to exotic lands.