SABON · Holiday 2025

One season. A different job for every channel, at every stage.

Role: Global digital campaign architecture
Architecture: Choreographed from first teaser to New Year
Scope: Audience intent · Funnel roles · Channel choreography · Commercial moments

Owned end to end

See the campaign logic

SABON · Global Holiday 2025 · Digital Campaign

One season. A different job for every channel, at every stage.

SABON's Holiday, choreographed from the first teaser to the New Year.

Global digital campaign architecture, owned end to end.

In brief

Situation
Holiday is a beauty brand's biggest quarter, and one message can't fit a season that moves from curiosity to gifting to self-treat.
Task
Make one campaign change its job as the audience changes.
Action
Five stages, one asset universe: audience intent set the funnel job, the job set every channel's message.
Result
One coherent season: every channel and market equipped, from first teaser to New Year.

01The organising decision

Audience intent set the job.The job set the channel.

One decision held the season together. Audience temperature defined the funnel role, and the funnel role defined each channel's message, creative, call to action and next step. Everything downstream is that decision, executed.

02Intent × season

Five stages.One evolving season.

Audience temperature set the funnel role, and the creative, message and next action followed.

Moment: Mid Sept → Mid Oct
Funnel job: Seeding
Creative: Anticipation, heritage, atmosphere
CTA: Save the date
Then: Reveal to the warmed audience.

01Pre-cold
Mid Sept → Mid Oct
Seeding
Anticipation, heritage, atmosphere.
Paid Prospecting · CRM Sentiment seeding
Save the date
Reveal to the warmed audience.
02Cold
Mid Oct → early Nov
Awareness
The collection, unveiled.
Paid Awareness · CRM Launch reveal send
Shop the collection
Turn attention into desire.
03Warm
November
Consideration
Curated treasures, ritual education.
Paid Consideration · CRM Gifting & cross-category
Find a gift
Convert the intent.
04Hot
Late Nov → December
Conversion
Countdown, last-minute gifting.
Paid Conversion · CRM Last-minute & emergency push
Order in time
Retain and reconnect.
05Re-engagement
Late Dec → New Year
Retention
Thank you, the season at home.
Paid Retention prospecting · CRM Post-gifting & New Year
Shop the range
Carry into the next season.

03The shopfront

The same shopfront,re-dressed for every moment.

The same shopfront was re-dressed for each moment of the season, and one landing page did three jobs at once.

Advent Calendar
Limited Edition
Body Ritual
Gifting
Home

Sequence

Limited EditionThe reveal · “A fragrance born for the gala”CTA · Shop Now

One landing page. Three jobs.

The same experience introduced the brand, guided the gift, and made people play. Each tab jumps to that section of the real recording.

Landing page

One landing page, evolved through the season rather than replaced.Introduce · educate · convert

04Every channel

From brand storytelling,to community storytelling.

Week by week the season moved from global communication to consumer participation. Each channel had one job. Tap any channel to see it move.

Brand
Paid
CRM
Organic
Creator
UGC

Gallery

Paid

Recruit and retarget by intent.

Scroll

CRM

Each send opened the next commercial moment.

Gallery

Organic

Keep the gala world present between moments.

Play

Creators & UGC

Translate the campaign into community voice.

The season moved.Every touchpoint knew what came next.

05One world, every market

Everything a market neededto run the season.

Digital Toolbox

Holiday 2025 · 56 pages

Global strategy, master assets and rollout guidance. Markets adapted language, timing, offers, creators and channel mix.

Browse online Download PDF

Global digital campaign strategy, asset development, market toolbox and rollout framework owned end to end. The global creative concept was developed within the wider marketing campaign; the complete digital stream was structured and delivered across channels and markets.

Three more ways one decision reaches the market.