CASE STUDY: DIEM

Scent to Impress: How DIEM’s Discovery Set Became a Viral Gift Under £20

157,500+ Views

CASE STUDY: DIEM

Scent to Impress: How DIEM’s Discovery Set Became a Viral Gift Under £20

157,500+ Views

8 Creators

960+ Clicks

157,500+ Views

June 2024

960+ Clicks

157,500+ Views

June 2024

8 Creators

The Challenge

Creating Buzz Around a Personalised Perfume Experience

DIEM, a rising fragrance brand, launched its Discovery Set to help customers explore scents at home through a personalised, data-driven approach. But in a market filled with dupes, overwhelming in-store counters, and indecisive shoppers, DIEM needed more than just samples; it needed creator-led storytelling that made this new experience feel essential, thoughtful, and worth every spritz.

The ask? Drive sample box conversions, boost full-size bottle sales, and turn DIEM’s Personal Scent Assistant into a viral moment, fast.

The Solution

What We Did: Scroll-Stopping Content That Smelled Like Success

To showcase the DIEM Discovery Set, we partnered with 8 diverse creators from the UK across fashion, lifestyle, and parenting. Each brought their own flair to a 5-part content structure crafted to entertain, educate, and convert:

Captivating hooks like “The ultimate gift under £20!” or “This changed how I shop for fragrance”

Demo of DIEM’s Personal Scent Assistant, highlighting its unique quiz flow and data-driven curation

Unboxing moments that showcased branding, discovery cards, and test strips

Day-by-day fragrance testing, including reactions, favourite picks, and lifestyle overlays

Bold CTAs, including DIEM’s £5 off discount code and key message: “Claim your £20 Discovery Set off a full bottle”

We supported organic creator posts with paid amplification and tracked performance via Shopify and API pixel integrations.

The Results

157,500+ total organic views across Instagram and TikTok

963 clicks driven via trackable UTM links

Top performer: @megankatemarchant (92.2K views, 297 clicks)

Standout engagement from @annamayrobey (13.9K views, 408 clicks) with a model-driven POV

Creators praised for high relatability, visual polish, and voiceover quality

Campaign delivered on all key messaging pillars: personalisation, ease, and value

The DIEM Discovery Set didn’t just resonate, it converted. With creators guiding the fragrance journey from first click to final spritz, DIEM made choosing a signature scent feel personal, premium, and perfectly giftable.