Digital Marketing Strategy — 2025
Aurum
Obscura
Obscura
"The world's greatest noses. One address."
AA
Aya Amine
Co-Founder & Curatorial Director
RA
Rania Azeroual
Co-Founder & Brand Architect
Digital Marketing Strategy Presentation · 2025
Scroll
I
Chapter I
Brand Introduction & Market Context
Brand Introduction
A Curated Institution. Not a Retailer.
Born in Morocco. Built for the world's most discerning collectors.
AURUM OBSCURA secures exclusive access to signed, limited fragrances conceived by the world's most celebrated noses — Francis Kurkdjian, Alberto Morillas, Dominique Ropion, Olivier Polge — through direct partnerships and privileged sourcing channels unavailable to the general market. Each release is signed, numbered, and documented. Each bottle is a cultural artifact.
✦
Collection I
The Signed Collection
Co-created with named perfumers. Every flaçon bears the nose's signature and a unique edition number. The creator's hand is the provenance.
◈
Collection II
La Chambre Secrète
Vault-access releases exclusive to Cercle Obscura members. Never publicly listed. Allocated by invitation only, 72 hours before any public announcement.
◉
Collection III
The Nose Archive
Authenticated reformulations and rare discontinued masterpieces — sourced, documented, and presented with full provenance certification.
Curated by Iconic Noses
Collector Grade
Signed & Numbered
Moroccan-Born Global
Direct Perfumer Access
II
Chapter II
Target Customers & Market Context
Target Customers & Market
Three Profiles. One Institution.
01
Primary
The Collector
Age 30–55 · Ultra-high-net-worth. Acquires fragrances as cultural artifacts. Motivated by provenance, authentication, and investment-grade rarity. Seeks the creator's signature, not a brand name.
02
Core
The Aficionado
Age 25–45 · Deep olfactory knowledge. Tracks perfumer careers with scholarly intensity. Seeks signed editions before sell-out. Reads Basenotes, Fragrantica, and Kafkaesque.
03
Secondary
The Prestige Gifter
Any age · Seeks a gift with an irreproducible story. The signed flaçon communicates care, taste, and access that money alone cannot convey.
$14.3B
Global niche market, 2024
9.8%
CAGR through 2031
The "perfumer-forward" trend is accelerating. Collectors increasingly seek the nose behind the bottle — not the brand on the cap. AURUM OBSCURA is the only address built for this shift.
Competitive Positioning
| vs. Jovoy | Jovoy curates brands. We curate noses — the creator is the brand. |
| vs. Osswald | Osswald stocks shelves. We engineer collector drops. |
| vs. Fragrance Du Bois | FdB builds a house. We unlock the world's greatest houses. |
III
Chapter III
Digital Marketing Objectives
Digital Marketing Objectives
Five Pillars. One Destination.
Every metric ladders to a single positioning: the world's premier address for perfumer-signed exclusives.
01
Pillar 01 — Awareness
Global Reach
Reach fragrance collectors across earned, owned, and paid channels. Establish brand authority in the ultra-niche fragrance space.
250,000 qualified impressions/month · Month 9 target
02
Pillar 02 — Traffic
Qualified Sessions
Drive verified collectors and aficionados to the digital atelier — the vault, the archive, and the story of each nose.
18,000 sessions/month · aurumobscura.com
03
Pillar 03 — Engagement
Deep Resonance
Build an audience that saves, returns, and shares. Engagement is a signal of true collector intent — not casual browsing.
Instagram ER >6% · Email Open Rate >40%
04
Pillar 04 — Acquisition
Subscriber Growth
Convert discovery interest into a qualified waitlist. Each subscriber is a potential collector, not a casual email address.
600 qualified subscribers/month via La Porte Secrète
05
Pillar 05 — Revenue
Sell-Out Drops
Each signed edition sells out within 96 hours. Revenue is generated through scarcity, not promotion — every drop is an event.
€400,000 Year 1 · 96-hour sell-out per drop
06
Pillar 06 — Loyalty
Cercle Obscura
The inner circle of the institution. Top 200 clients receive direct founder access, vault previews, and first allocation on every release.
200 private members · Invitation only
All six objectives ladder to one positioning: AURUM OBSCURA as the world's only address for perfumer-signed exclusives — where the collector meets the nose.
IV
Chapter IV
Analytics Setup & Performance Architecture
Google Analytics 4 Setup
Measured with Precision. Optimised without Compromise.
GA4 Architecture
- Property: aurumobscura.com · Single GA4, multi-stream
- Deployment: Google Tag Manager · Centrally governed
- Integrations: Search Console · Google Ads · Meta Pixel · Klaviyo
- Custom Dimensions: Perfumer Name · Edition Series · Client Tier · Drop Number
Key Events Tracked
- Purchase Completed
- Waitlist Join (Signed Edition)
- Edition Reserved
- Email Subscribed via La Porte Secrète
- Perfumer Film Watched >45 seconds
- Lookbook Scroll Depth 75%
Performance Targets
Organic Traffic Share48%
E-commerce Conversion Rate3.8%
Email Click-Through Rate7%
Paid ROAS×5
Avg. Session Duration4m 10s
V
Chapter V
Content Strategy & Olfactory Storytelling
Content Strategy
Three Pillars of Olfactory Storytelling
Literary. Precise. Reverent toward craft. A connoisseur writing for connoisseurs — never a brand writing at customers.
I
The Nose
Perfumer-forward storytelling at its most uncompromising. Profile films, career retrospectives, creation diaries — the human behind the legend is always the story.
Atmospheric Reels · YouTube Documentary (8–12 min) · Editorial Blog (2,500 words)
II
The Object
The flaçon as artifact. Ingredient sourcing voyages to Grasse, Oman, Madagascar, Morocco. The bottle is the biography of its creator — every detail is a chapter.
Pinterest Archives · Atelier Photography · Behind-the-scenes Films
III
The Obsession
A community of the devoted. Cercle Obscura member stories. Collector reviews at Fragrantica depth. The discourse that only true knowledge creates.
La Lettre Obscure (weekly) · Discord (Cercle only) · #AurumChronicles UGC
"A knowledgeable friend who holds the world's rarest fragrances — and wants to share the story behind each one. Never the brand. Always the nose."
Content Cadence
- Instagram: 5× per week — Reels, editorial stills, Stories
- YouTube: 2× per month — long-form perfumer documentary
- Blog: 2× per month — 2,500-word authoritative editorial
- La Lettre Obscure: Every Thursday, 8pm CET — prose dispatch
VI
Chapter VI
Search Engine Optimisation Strategy
SEO Strategy
Owned Search. Permanent Authority.
Keyword Clusters
| Cluster | Intent | Vol. |
|---|---|---|
| buy signed perfume online | Transactional | 1,200/mo |
| niche perfume collector | Commercial | 2,400/mo |
| Francis Kurkdjian limited edition | Navigational | 3,100/mo |
| rare oud fragrance luxury | Transactional | 1,800/mo |
| niche parfum exclusif Maroc | Commercial | 900/mo |
| best niche perfume 2025 | Navigational | 4,700/mo |
On-Page Architecture
- Title tags: [Nose Name] · [Ingredient] · [Edition Year]
- Schema: Product · Review · Person · Organization
- Core Web Vitals: LCP <2.5s · CLS <0.1 · INP <200ms
- Multilingual: EN / FR / AR
PR & Backlink Strategy
- Fragrance Press: Basenotes · Fragrantica · Grain de Musc · Kafkaesque
- Luxury Press: Vogue Arabia · L'Officiel Maroc · FT How To Spend It
- Wikipedia: Perfumer profile citations where applicable
- Podcast: The Smell of Money · Nose Knows
Local SEO
- Google Business Profile — Casablanca atelier, fully verified
- Google Maps · High-resolution photography · NAP uniformity
- Landing page: "parfumerie de niche Casablanca" · "luxury perfume Maroc"
VII
Chapter VII
Paid Advertising Strategy
Paid Media Plan
Precise Investment. Cinematic Presence.
€7,000/month · Scale +20% per quarter when ROAS exceeds ×4
Channel 01 — Meta Ads
Full-Funnel Social Cinema
TOFU — Cinematic Reels: perfumer at work, ingredient sourcing, atelier atmosphere. Objective: Video Views & Awareness.
MOFU — Edition carousel + perfumer credentials + collector testimony. Objective: Consideration.
BOFU — Dynamic retargeting: "47 signed flaçons remain." Objective: Conversion.
Targeting: Lookalike 1% · Niche fragrance · Haute couture · Fine art · Luxury travel
Geo: France · Morocco · UAE · KSA · UK · Switzerland
MOFU — Edition carousel + perfumer credentials + collector testimony. Objective: Consideration.
BOFU — Dynamic retargeting: "47 signed flaçons remain." Objective: Conversion.
Targeting: Lookalike 1% · Niche fragrance · Haute couture · Fine art · Luxury travel
Geo: France · Morocco · UAE · KSA · UK · Switzerland
Channel 02 — Google Ads
Search, Display & YouTube
Search: Branded + conquest — "alternative to Amouage," "buy perfumer signed fragrance."
Display: GDN retargeting on luxury lifestyle placements — art, travel, editorial.
YouTube: 15-second non-skippable atmospheric teaser before perfume review content.
Display: GDN retargeting on luxury lifestyle placements — art, travel, editorial.
YouTube: 15-second non-skippable atmospheric teaser before perfume review content.
Monthly Budget Allocation
Meta Ads40% — €2,800
Google Search22% — €1,540
YouTube Pre-roll15% — €1,050
Pinterest Promoted10% — €700
Influencer Seeding13% — €910
Scale protocol: +20% per quarter if ROAS > ×4. Freeze expansion if ROAS < ×2.5 for two consecutive weeks.
VIII
Chapter VIII
Social Media Strategy & Community
Social Media Strategy
Five Platforms. One Obsession.
Each channel is a different lens into the same olfactory world.
| Platform | Format & Cadence | KPI |
|---|---|---|
| Reels + editorial stills + Stories · 5×/week | Saves & Reach | |
| TikTok | Perfumer POV · signed edition unboxing · 3×/week | Shares & Views |
| Ingredient moodboards · atelier photography · 10 pins/week | Outbound Clicks | |
| YouTube | Perfumer documentary films · 2×/month | Watch Time · Subscribers |
| Founder narrative · press coverage · B2B retail · 2×/week | Impressions |
Community Architecture
- Response SLA: Under 90 minutes. Tone: intimate, literary, always personal — never templated.
- Cercle Obscura Discord: Top 200 members. Direct founder access. Early drop previews.
- The Nose Hour: Monthly Instagram Live — one featured perfumer joins Aya & Rania.
- Influencer Seeding: 5K–100K followers. Niche fragrance reviewers only. Zero lifestyle generalists.
- #AurumChronicles: UGC curated and amplified — collector stories, never repurposed without credit.
IX
Chapter IX
Email Marketing Ecosystem
Email Marketing · Klaviyo
No Discounts. Only Stories.
La Lettre Obscure — the most anticipated email in the collector's inbox.
01 — Acquisition
La Porte Secrète
Request access to the Vault. Receive a curated discovery set of five signed sample vials — each from a different legendary nose, each with a hand-written provenance card.
Target: 600 new subscribers/month
02 — Retention
La Lettre Obscure
Weekly prose dispatch, every Thursday at 8pm CET. Stories of noses and ingredients — never a coupon. Cercle Obscura VIP tier: 72-hour pre-drop access before any public release.
Weekly · Bi-monthly drops · Quarterly Cercle digest
03 — Automation
Klaviyo Flows
Welcome (5 emails): Manifesto → Founder Letter → Perfumer Profile → Vault Guide → First Offer.
Abandoned Cart (3 emails): Storytelling recovery — the edition's story, not pressure.
Post-Purchase: Care ritual + signed PDF thank-you from the nose.
Abandoned Cart (3 emails): Storytelling recovery — the edition's story, not pressure.
Post-Purchase: Care ritual + signed PDF thank-you from the nose.
44%
Open Rate target
7%
Click-Through Rate
<0.25%
Unsubscribe Rate
€1.10
Revenue/subscriber
Klaviyo
Platform
X
Chapter X
Conclusion & Strategic Roadmap
Conclusion & Recommendations
The Strategy. The Vision.
Strategy Delivered
- Brand positioned as ultra-niche olfactory institution — not a retailer
- Three collector personas profiled: The Collector, The Aficionado, The Prestige Gifter
- Six objective pillars with measurable targets across all funnel stages
- GA4 infrastructure with 6 custom events, GTM deployment, multi-platform integration
- Three-pillar content strategy: The Nose · The Object · The Obsession
- SEO architecture across 6 keyword clusters, multilingual EN/FR/AR
- €7,000/month paid media plan — full-funnel across Meta, Google, YouTube, Pinterest
- Klaviyo email ecosystem with 3 automated flows and 44% open rate target
Year 2 Roadmap
Experiential
Physical Vault atelier in Casablanca · Paris pop-up, invitation only
Retail
Harrods · Galeries Lafayette Doha · Rinascente Milan
Collaborations
Co-created signed editions as catalogued art objects with certificates of authenticity
Subscription
Aurum Vault: 4 signed samples/quarter + personal letter from the nose
Data & AI
Fragrance DNA quiz · Scent recommendation engine matched to upcoming editions
"AURUM OBSCURA does not sell perfume. It preserves the irreplaceable language of the world's greatest noses — and makes it yours."
Fin
Merci. / شكراً.
AA
Aya Amine
Co-Founder & Curatorial Director
RA
Rania Azeroual
Co-Founder & Brand Architect
aurumobscura.com
·
@aurumobscura
·
contact@aurumobscura.com