A rebrand launch that changed perceptions, built a first-party audience and turned consumers into advocates.
91% view Ghost more positively.
60k
new high-value CRM subscribers
77%
recommendation rate
92%
view Ghost as luxury
Objective:
Rebrands aren’t won with impressions. They win when people experience the product for themselves, believe in the brand and recommend it to others.
That’s exactly the challenge GHOST faced when launching their refreshed Orb of Night and Deep Night fragrances. Awareness alone wouldn’t reposition the brand. To cement their place as a premium fragrance and generate real results, they had to get their product into the hands of the right consumers, and turn that experience into measurable brand growth.
And no single channel could achieve that alone…
The solution:
We designed an integrated launch campaign that combined paid social, our exclusive UNiDAYS Sample Society community, personalized product discovery, a premium unboxing experience, CRM and influencer gifting into one seamless consumer journey.
Every touchpoint had a distinct role, moving consumers from awareness to product experience, advocacy and an owned customer relationship:
– Meta and TikTok built awareness.
– UNiDAYS Sample Society connected GHOST with a highly engaged audience who actively choose to discover new products.
– Influencer gifting amplified reach and credibility.
– Our bespoke fragrance finder matched consumers with their perfect scent.
– Premium packaging reinforced GHOST’s luxury identity from the moment the sample arrived.
– CRM and tailored follow-up communications turned a one-time product trial into reviews, recommendations and an ongoing consumer relationship.
Why it worked:
Our campaign succeeded because every stage was designed around relevance. We could target a highly engaged audience just waiting to try new products, provide consumers with a fragrance chosen specifically for them, and continue the conversation through tailored email communications.
What GHOST walked away with
The result was a more meaningful product experience and stronger advocacy, richer insights and recommendation rates way above benchmarks, and left GHOST with key assets that will continue to create value…
60,000 new CRM subscribers – an audience they own and can market to.
2,500+ five-star reviews and a 77% recommendation rate – advocates who sell the brand for them.
2.5k
five-star reviews
60k
new CRM contacts
77%
recommended the fragrance to a friend
Thousands of pieces of feedback also gave GHOST a deeper understanding of their consumers’ preferences, behaviors and sentiment, creating valuable intelligence to inform future campaigns and product development.
Just as importantly, those insights proved the rebrand had landed:
– 92% of consumers said GHOST now matched luxury fragrance quality.
– 91% said the brand’s sustainability improvements made them view GHOST more positively.
91%
now view GHOST more positively.
When the campaign ended, GHOST didn’t have just reach. They had proof.
Proof that consumers believed in the new premium brand. Proof that the rebrand had landed. Plus a first-party audience, thousands of reviews and authentic advocates they could continue building relationships with long after the campaign had finished.
Want us to do the same for you?
![](/wp-content/uploads/2026/08/sarah-linnell.jpeg")
“SoPost understood that this launch wasn’t just about getting samples into consumers’ hands. It was about solidifying our position as a luxury fragrance.
Their approach helped us reach the right audience, create a premium product experience and turn trial into first-party data, reviews and measurable advocacy. The results gave us both immediate impact and lasting value way beyond the campaign itself.”
– Sarah Linnell, Global Brand and Marketing Manager at Designer Parfums
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