2.1M
Reach +29% above target
7
Frequency +75% above target
40%
Engagement Rate 2.5x above target
745K
Video Thruplays
153K
Video 100% Plays
+55%
higher Reach for Reels compared to other formats
The case
Soupline entrusted Sleed with translating its signature fragrance experience into today’s social-first environment, addressing an audience that seeks content that feels immediate, authentic, and emotionally driven.
The strategy was built around two powerful moments - Mother’s Day and Hug Day - brought to life through a series of Reels that connected the Soupline scent with acts of love, memories, and everyday gestures of care.
The result was a fully integrated digital campaign that blended creators, storytelling, and social trends - delivering performance that exceeded every target.
The challenge
Soupline needed to:
- communicate its product benefits (variety, intensity, longevity) in a fresh and relevant way
- stand out in a highly competitive category where “scent” is a key differentiator
- follow current social media trends by leveraging Reels - a format delivering 3× higher reach and 2× higher engagement compared to standard posts
- collaborate with creators fully aligned with the brand, delivering genuine engagement (3%+ ER) and relevance to the target audience
- connect with modern audiences while reigniting emotional bonds with older generations of the brand
With ambitious goals set (1.6M reach, min. 4 frequency, 16% paid engagement rate), Soupline required a strategy designed to go beyond benchmarks.
Our approach
We developed a mobile-first, creator-driven campaign built around:
12 Reels across two thematic pillars
- Mother’s Day: “Every moment with mom has the Soupline scent”
Acts of love shared by creators such as Myrto Kazi, Vanesa Milianou, Chara Kontochristou & Gerasimos Papanikos, connecting fragrance with emotion. - Hug Day: “Every hug has its own Soupline”
Authentic moments of affection captured by creators like Chara Kontochristou, Vanesa Milianou & My Cozy Home.
Creators aligned with key personas
New mothers, adults with older mothers, and individuals focused on personal care and well-being.
Reels best practices
Voice-over storytelling, vertical mobile-first formats, strong narrative openings within the first 5 seconds, engagement-driven CTAs, and optimized thumbnails.
Physical Activations
Experiential moments in shopping malls, allowing audiences to “feel” the scent and generate additional Reels and UGC.
Smart targeting & sequel approach
A sequential exposure strategy that increased frequency and boosted overall performance, delivering +55% higher reach compared to other formats.
The outcomes
The Soupline campaign proved that creativity and performance can coexist in perfect balance.
With standout results:
- 2.1M Reach (+29%)
- 7 Frequency (+75%)
- 40% Engagement Rate (2.5× above target)
- 745K ThruPlays & 153K 100% Video Plays
- 23–24% Influencer View Rate (vs 5% industry average)
Soupline clearly demonstrated that fragrance can become storytelling - and storytelling can translate into measurable impact.
The Bronze Award at the Social Media Awards | Best Use of Reels came as a natural recognition of that success.
