Glasshouse Fragrances turns early holiday planning into scent-sational results

Goal

Glasshouse Fragrances, known for their signature scents, aimed to grow their online business while driving shoppers to their core, go-to stockists, David Jones, Myer, Bed Bath N’ Table and Peter Alexander. Its overarching goal was to show up early in the festive planning phase and secure a top-of-mind position during the gifting season. 

Working in partnership with One Media Co, the ambition was to drive high-intent traffic to their website, support ecommerce performance, and reach Millennial shoppers as they began planning and purchasing gifts.

And timing was everything. To cut through during the busiest retail period of the year (cue: Christmas), the brand set out to reach shoppers as holiday planning ramped up, during the inspiration stages, not just at the point of purchase.

That’s where Pinterest came in. People turn to the platform to plan, curate, and shop for key moments, especially during the festive season. From discovering gifts to visualising enchanting spaces, Glasshouse Fragrances had the opportunity to show up early, while intent was building and ideas were forming.

Strategy

To meet the moment, Glasshouse Fragrances tapped into how people plan on Pinterest, where signals showed rising search and intent in the lead-up to the holidays. The campaign launched from October through to December to capture that early demand.

The campaign focused on fashion, beauty, and home décor audiences, with a core emphasis on women aged 30 and above, ensuring the brand appeared in spaces closely aligned with its products and aesthetic.

Creatively, Glasshouse Fragrances leaned into magical, festive notes, bringing its signature style to life in a way that felt both premium and native to the platform. Rich, giftable products were showcased across Video, Max Width Video, Carousel, and Static formats, set within whimsical, storybook-inspired scenes designed to stop the scroll and spark inspiration. Paired with user-generated content, the creative struck a balance between aspiration and authenticity, capturing attention as people moved from discovery into consideration.

Behind the scenes, the campaign combined interest and keyword targeting with Pinterest Performance+ to balance scale and precision, reaching the right audiences at the right moments while maintaining cost and efficiency during a highly competitive period.

And as people moved from inspiration to action, Direct Links helped bring it all together, shortening the path to purchase and guiding shoppers seamlessly from Pinterest to both retail stockists and the Glasshouse Fragrances’ website.

Results

The campaign delivered winning notes all round, from efficiency to scale, exceeding expectations at every stage.

Glasshouse Fragrances grew its reach by 66% year on year,¹ significantly expanding its audience across Australia and New Zealand. Impressions ran into the millions, delivering 1.9X above forecast,¹ and in just under two months.

Plentiful Pin clicks and outbound visits followed, as audiences moved from inspiration to consideration, showing how effectively the campaign drove high-intent traffic. Even during a peak seasonal window, performance remained efficient, with a strong CPM reflecting the strength of both the creative and targeting approach.

And the impact didn’t stop there. Despite being optimised for awareness and consideration, the campaign delivered nearly triple (2.7X) return on ad spend,¹ showing how upper- and mid-funnel activity on Pinterest can translate into meaningful business results.

The takeaway? Show up where your customers are, get there early, inspire with your brand’s magic, and make it easy to move shoppers from plan to purchase.

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