JUNE · JULY · AUGUST | DRIVE ONLINE SALES | VELOURANDVELLUM.COM
Home diffusers, Father's Day gifting, Discovery Subscription intro
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jun 1 Mon | Reel 15–30s | "Where Scent Becomes Art" — brand manifesto launch reel. Atmospheric room reveal, cinematic pacing. | Dark room, diffuser in foreground, soft morning light. Text: 'The art of atmosphere begins here.' Ambient music. | Explore the Collection → | Views, saves, profile visits | Planned | |
| Jun 2 Tue | TikTok | POV Video | POV: You light a Noir Suite diffuser for the first time. Watch what happens to the room. [Music only, text overlays] | Slow zoom into diffuser, wide room shot. Scent notes as text overlays. Trending ambient sound. | Shop Noir Suite → | Views, shares, link clicks | Planned |
| Jun 3 Wed | Welcome Flow 1 | Subject: "Three chapters. One identity. Yours." — Brand story email. Editorial photography. Tone-setter. | Full-width dark hero image. Gold headline. Single CTA button. No cluttered layout. | Begin Your Chapter → | Open rate 35%+, CTR 4%+ | Planned | |
| Jun 4 Thu | Board Pin | Pin: 'The Sanctuary Edit' — curated dark interior mood board. Rich pin linking to Noir Suite collection. | High-res dark interior. 'L'Eau de Verre | Noir Suite' text overlay. SEO keywords in description. | Shop Noir Suite → | Impressions, outbound clicks | Planned | |
| Jun 5 Fri | Static Post | L'Eau de Verre spotlight. Copy: "The scent of a room before anyone enters it." Product flat lay on dark marble. | Dark marble surface, product centered, single reed pulled out. Gold foil reflection. | Link in bio → | Saves, profile visits, link clicks | Planned | |
| Jun 6 Sat | Story Series | 5-frame story: 'How to set your Saturday atmosphere.' Diffuser placement tips, styling ideas, poll: 'Which room first?' | Branded story templates. Dark bg, gold text. Poll sticker on frame 4. | Shop now → | Story views, poll responses | Planned | |
| Jun 7 Sun | Blog | Blog Post | Publish: "The Five Rooms That Change When You Add Scent." SEO target: 'luxury home diffuser Canada'. | Hero: dark living room with diffuser. Internal links to product pages. CTA at end. | Shop Noir Suite → | Organic traffic, time on page | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jun 8 Mon | Campaign | Subject: "The gift that changes every room it enters." | Father's Day guide. Vellum and Hide + Gift Card + Gift Wrap. | Gift layout. 3 product tiles. 'Order by June 12 for guaranteed delivery.' | Shop Father's Day → | Open rate, revenue | Planned | |
| Jun 9 Tue | Reel 15s | Vellum and Hide spotlight. "Two contrasts in perfect tension." Dark editorial close-up, leather texture visual. | Leather texture overlay, product reveal. Copy: 'Vellum and Hide | Noir Suite — $54.99' | Shop now → | Reel plays, saves, link clicks | Planned | |
| Jun 10 Wed | TikTok | Gift Guide | '5 luxury gifts for the man who has everything' — Vellum and Hide at #1. Text-over style or talking head. | Dark background. Text overlays for each gift. V&V product close-up for 3 seconds. | Link in bio → | Views, shares, comments | Planned |
| Jun 11 Thu | Paid Ads | Meta Campaign | Father's Day gift targeting: men 30–55, home goods + luxury interest. Gift-wrapped Noir Suite creative. | Product in beautiful gift packaging. 'The final gift — one that stays.' CTA button. | Shop Now | CTR 1%+, ROAS 2.5x+ | Planned |
| Jun 12 Fri | Static Post | Vellum and Hide + Gift Wrap. "Wrapped, ready, unlike anything he's had before." Last order day reminder. | Product in gift box with ribbon. Dark background. Gold 'Last Day' overlay. | Order by midnight → | Link clicks, conversions | Planned | |
| Jun 13 Sat | Abandoned Cart | Subject: "Your gift is still waiting." | Cart recovery for Father's Day shoppers. Shipping deadline. | Simple text email. Single product image. Bold CTA. Countdown to cutoff. | Complete Your Order → | Recovered carts, revenue | Planned | |
| Jun 14 Sun | Story Poll | Father's Day countdown. "Did you get him something unforgettable?" Poll: Yes / Not yet → gift card link. | Branded story. Gold countdown sticker. Poll + swipe-up to gift cards. | Shop Gift Cards → | Story engagement, link taps | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jun 15 Mon | Campaign | Subject: "Discover before you decide — from $19/mo." | Discovery Sub launch. 3 sample scents. No commitment. | Tier comparison: Discovery vs Refill vs Mystery. Price prominent. Testimonial block. | Start Discovering → | Open rate, sub conversions | Planned | |
| Jun 16 Tue | Reel — Sub | 'How the Discovery Subscription works in 20 seconds.' Fast-paced tour: order → receive → discover → choose. | Unboxing-style. 3 sample bottles revealed. Step-by-step text overlays. High energy music. | Subscribe from $19/mo → | Saves, shares, profile visits | Planned | |
| Jun 17 Wed | TikTok | Scent Quiz | 'What Velour and Vellum scent are you?' Trending quiz format. 4 scents = 4 personalities. Result = Noir Suite match. | Text overlay quiz. Each question 3 seconds. Moody trending music. Aspirational results. | Find yours — link in bio → | Views, comments, shares | Planned |
| Jun 18 Thu | Pin Series | 'Understanding the Noir Suite — a guide to choosing your home scent.' 4 pins, one per scent. | Dark bg, gold text. Scent notes listed visually. Links to each product page. | Shop Noir Suite → | Pin impressions, saves, clicks | Planned | |
| Jun 19 Fri | Static Post | Vellum Amour spotlight. "Intimacy made atmospheric." Soft but dark visual. Musks, petals, cashmere. | Diffuser on bedside table. Soft evening light. Ultra-close reed shot. | Shop Vellum Amour → | Saves, link clicks | Planned | |
| Jun 20 Sat | Paid Ads | TikTok In-Feed | Discovery sub. 'Luxury home scent for $19/month.' Curiosity-led, no hard sell. | Unboxing hook first 2 seconds. Three sample sizes shown. Text: 'Three scents every month. Pick your favourite.' | Subscribe → | CTR, subscription conversions | Planned |
| Jun 21 Sun | Static Post | Bergamot Obscura launch. "A citrus too dark to be cheerful." Moody still life, deep shadows. | Dark ceramic surface. Deep shadow. Close-up of gold label. Smoky vetiver visual language. | Shop Bergamot Obscura → | Saves, profile clicks | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jun 22 Mon | Newsletter | Subject: "Your Saturday atmosphere guide." | Content email: ritual guide, product tips, blog link. | Editorial layout. Blog hero image. 2 product features. No heavy sales language. | Read the Guide → | Open rate 33%+, CTR 3%+ | Planned | |
| Jun 23 Tue | Reel — Ritual | 'The Saturday edit' — 60s home ritual reel. Waking up, coffee, diffuser, clean room, calm. | Golden morning light. Cinematic style. No product close-up — feeling over feature. | Create your ritual → | Views, shares, saves | Planned | |
| Jun 24 Wed | TikTok | Education | 'Where to place your reed diffuser for maximum effect.' Educational with surprising insights. | 4 room positions, quick cuts. Text overlays. Slightly educational but aspirational. | Link in bio → | Views, saves, comments | Planned |
| Jun 25 Thu | Paid Ads | Meta Retargeting | Retarget all June visitors. Carousel Noir Suite. 'You were this close to a different room.' | 4-card carousel: each scent with key notes. Final card: Discovery Sub as the easy start. | Shop Now → | ROAS 3x+, add-to-carts | Planned |
| Jun 26 Fri | Board Update | Add 10+ new pins to 'The Sanctuary Edit' board. Mix of product and lifestyle/interior imagery. | Curated dark interior photography. Product pins with scent note text overlay. | Shop the Sanctuary → | Board views, outbound clicks | Planned | |
| Jun 27 Sat | UGC Feature | Repost best customer photo. "This is your atmosphere, through your lens." Tag campaign announcement. | Customer in-home photo. Branded overlay text. Community feeling. | Tag us to be featured → | Comments, shares, new followers | Planned | |
| Jun 28 Sun | Recap + Teaser | Subject: "Thank you for making it atmospheric." | June recap + July Voyage teaser. | Warm editorial tone. Month's best imagery. Teaser: 'Next month, we take it outside.' | Stay tuned → | Open rate, engagement | Planned |
Automotive scent, summer drive campaign, long weekend content
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jul 1 Wed | Campaign | Subject: "This is what the drive should smell like." | Chapter II launch. Hero: Gilded Nectar. Voyage collection intro. | Dark car interior hero. Gold headline. Scent notes listed elegantly. Single CTA. | Shop Chapter II → | Open rate 35%+, revenue | Planned | |
| Jul 2 Thu | Reel — Ch.II | Gilded Nectar launch. "For those who consider the drive its own destination." Car interior vent clip reveal. | Luxury car interior, leather seat, dashboard. Vent clip reveal in golden windshield light. | Shop Gilded Nectar — $40 → | Views, saves, link clicks | Planned | |
| Jul 3 Fri | TikTok | Education | 'Why your car deserves better than a pine tree.' Educational, tongue-in-cheek. Upgrade angle. | Pine tree → Gilded Nectar. Dramatic upgrade reveal. Premium cinematic music. | Upgrade your drive → | Views, shares, saves | Planned |
| Jul 4 Sat | Automotive Board | Launch 'Scent in Motion — The Drive' board. 20+ pins. Luxury car interiors, road photography. | Dark-toned automotive photography. Product pins with scent notes. SEO keywords. | Explore the Voyage → | Board impressions, click-throughs | Planned | |
| Jul 5 Sun | Paid Ads | Meta Awareness | Video ad: luxury car interior, Gilded Nectar reveal. Interest: BMW, Audi, Mercedes, high-income Canada. | 15s video. Golden windshield light. 'Your cabin deserves a signature scent.' | Shop Now → | Video views 50%+, CTR 0.8% | Planned |
| Jul 6 Mon | Blog | Blog Post | Publish: "Why Your Car Deserves Better Than a Pine Tree." SEO: 'luxury car scent Canada'. | Hero: luxury car interior. Links to Gilded Nectar + Obsidian Oud. CTA to shop. | Shop Chapter II → | Organic traffic, conversions | Planned |
| Jul 7 Tue | Static Post | Gilded Nectar product. "Warm amber. Sun-drenched osmanthus." Summer notes. Gold visual palette. | Product on leather surface with sunlight. Gold colour grade. Scent notes overlay. | Shop Gilded Nectar → | Saves, link clicks | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jul 8 Mon | Reel — Oud | Obsidian Oud: "The rarest wood. The darkest mineral." Night drive visual. Deep obsidian colour palette. | Night city driving footage. Deep blues and blacks. Product in dramatic light. 'For those who ride in silence.' | Shop Obsidian Oud → | Views, saves, link clicks | Planned | |
| Jul 9 Tue | TikTok | Tier List | 'Luxury car scent tier list.' Pine tree (F) → big brand (C) → V&V Voyage (S). Trending format. | Tier list graphic build. V&V at the top. Premium meme-worthy music. | Get S-tier → | Views, comments, shares | Planned |
| Jul 10 Wed | Campaign | Subject: "The darkest scent we've ever made." | Obsidian Oud deep-dive. Oud origin story. Editorial dark layout. | Ultra-dark email. Almost no white space. Gold text on black. One CTA only. | Shop Obsidian Oud — $40 → | Open rate 35%+, revenue | Planned | |
| Jul 11 Thu | Carousel | 'What is Oud? A 60-second guide.' 5 slides. Origin, rarity, usage, in Obsidian Oud. | Dark editorial slides. Gold accents. Educational but prestigious tone. | Discover Obsidian Oud → | Saves, shares | Planned | |
| Jul 12 Fri | Paid Ads | Meta Ad | Obsidian Oud. Dark car at night. Interest: men 28–50, luxury cars, dark aesthetics. | Extreme close-up in dark setting. Minimal copy. 'The scent of someone who knows.' | Shop Now → | CTR 1%+, ROAS 2.5x+ | Planned |
| Jul 13 Sat | Oud Pins | Oud resin photography, ancient wood, dark luxury. Mix of product and inspirational imagery. | Dark browns and blacks. Dramatic textures. Product pin with full scent note description. | Shop Obsidian Oud → | Impressions, saves, clicks | Planned | |
| Jul 14 Sun | Story UGC | Customer reviews from June. "Here's what our community said about their first chapter." | Clean story template. Review text on dark background. Request for more reviews. | Leave your review → | Story views, DM responses | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jul 15 Mon | Campaign | Subject: "Never run out. Never settle." | Voyage subscription deep-dive. All three tiers compared. | Clean tier comparison table. 'From $14/month' prominent. Discovery recommended. | Subscribe from $14/mo → | Open rate, subscription conversions | Planned | |
| Jul 16 Tue | TikTok | Road Trip | 'Pack list for the perfect summer drive' — V&V Chapter II is item #1. Lifestyle packing video. | Packing suitcase, vent clip goes in last. 'The only thing the maps can't give you.' | Link in bio → | Views, saves | Planned |
| Jul 17 Wed | Reel — Drive | 60s 'Summer Drive' atmosphere reel. Road footage, car interiors, both Chapter II products. | Golden hour driving footage. Both products glimpsed. Summer cinematic music. | Shop the Voyage → | Views, saves, profile visits | Planned | |
| Jul 18 Thu | Paid Ads | TikTok In-Feed | Voyage subscription. 'Your car refill, handled. From $14/month.' Unboxing-hook creative. | Quick unboxing reveal. Three sample cartridges. 'Monthly. No fuss. Yours.' | Subscribe → | CTR, subscriptions | Planned |
| Jul 19 Fri | Static Post | Long weekend: "Wherever you're driving this weekend — make it atmospheric." Both Ch. II products. | Road stretching ahead through sunroof perspective. V&V watermark. Minimal copy. | Shop Chapter II → | Saves, link clicks, shares | Planned | |
| Jul 20 Sat | Abandoned Cart | Subject: "Your drive is waiting for its final detail." | Chapter II cart recovery. Luxury tone. | Single product image. 3 reasons it's different. Gift wrap mention. | Complete Your Order → | Recovered carts, revenue | Planned | |
| Jul 21 Sun | Road Trip Board | 15+ road trip images to 'Scent in Motion' board. SEO-rich descriptions. | Landscape photography, luxury car interiors, sunsets on roads. | Explore the Voyage → | Board impressions, clicks | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Jul 22 Mon | Reel Cross-Sell | 'Your home has a scent. Why doesn't your car?' Side-by-side Sanctuary and Voyage. | Split screen: home diffuser + car vent clip. Same visual language. 'Complete your atmosphere.' | Shop both chapters → | Views, shares, link clicks | Planned | |
| Jul 23 Tue | TikTok | UGC Compilation | Compilation of customer TikToks from July. 'Here's your community this month.' | Stitch/duet format with customer content. Authentic, community-focused. | Join the community → | Views, new followers | Planned |
| Jul 24 Wed | Newsletter + Teaser | Subject: "Something is coming in August — and it changes everything." | Blog roundup + Ch. III teaser. | Newsletter format. July top content. Bottom: blurred Chapter III teaser image. | Stay tuned → | Open rate, teaser clicks | Planned | |
| Jul 25 Thu | Paid Ads | Meta Retargeting | Combined retargeting: all Ch. I + II products. All Q3 visitors who haven't purchased. | 6-card carousel. All products. Final card: gift card. Discount-free messaging. | Shop Now → | ROAS 3x+, conversions | Planned |
| Jul 26 Fri | Ch. III Teaser | "Chapter III is almost here. Architect your atmosphere." [No product — dark architectural space only] | Ultra-dark shot. Beautiful empty architectural space. Gold text: 'Coming August 1.' V&V logo. | August 1 → | Saves, DMs, profile visits | Planned | |
| Jul 28 Sun | Month Recap | Subject: "What happened to the drive this July." | Month recap. Chapter III announcement. | Editorial recap. Product imagery. Chapter III countdown: 'August 1'. | Explore August → | Open rate, engagement | Planned |
Cold Air System reveal, subscription push, fall scent transition, Inner Circle launch
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Aug 1 Sat | Campaign | Subject: "Chapter III is here. Architect your atmosphere." | Cold Air System full reveal. All three tiers. | Hero: architectural space. Dark editorial layout. Three tier pricing cards. White Glove callout. | Learn About Chapter III → | Open rate 38%+, inquiry clicks | Planned | |
| Aug 1 Sat | Reel — Ch.III | Chapter III hero reel. Architectural interior, cold air system reveal, 'what luxury hotels smell like.' 45s. | Wide-angle architectural shot. Building → interior → system → atmosphere. Gold text: 'Chapter III.' | Architect Your Atmosphere → | Views, saves, inquiries | Planned | |
| Aug 2 Sun | TikTok | Hotel Secret | 'Why do luxury hotels smell so good? Here's the secret.' Cold air diffusion education. Chapter III as the answer. | Hotel lobby → home with system. 'Same technology, now in your home.' Surprising and shareable. | Link in bio → | Views 30K+, shares | Planned |
| Aug 3 Mon | Blog | Blog Post | Publish: "Cold Air Diffusion: The Science of Hotel-Grade Scenting at Home." SEO: 'hvac scent system Canada'. | Hero: luxurious interior. Cold air diffusion diagram. CTA to Cold Air System page. | Learn More → | Organic traffic, inquiries | Planned |
| Aug 4 Tue | Architectural Board | Launch 'Chapter III: Architectural Scent' board. 20+ pins. Hotel lobbies, contemporary architecture. | Luxury hotels, bespoke architecture, commercial spaces. V&V system pins mixed with inspiration. | Explore Chapter III → | Impressions, outbound clicks | Planned | |
| Aug 5 Wed | Paid Ads | Google Search | Search: 'hvac scent system', 'cold air diffuser home Canada'. Max conversions bidding. | Text ads: 'Hotel-Grade Scent System for Your Home | Velour & Vellum Chapter III — Get a Quote' | Get a Quote → | CTR 5%+, inquiry rate 3%+ | Planned |
| Aug 6 Thu | Carousel Tiers | 'Chapter III — Residential vs Architectural vs Commercial. Which is yours?' Clear tier breakdown. | Dark slides. Each tier's features. Price points. White Glove Service on final slide. | Find your tier → | Saves, DM inquiries | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Aug 8 Mon | Campaign | Subject: "We never run out. Neither should you." | All 9 subscription tiers. Comparison chart. | Clean comparison table. 'From $14/month.' Best value highlighted. | Subscribe Today → | Open rate, subscription revenue | Planned | |
| Aug 9 Tue | TikTok | Mystery Unboxing | Unbox the Sanctuary Mystery Subscription. Two 200ml refills + curated extra. Genuine reaction. | Hands opening box. Product reveal. Text: 'Monthly. Curated. Yours.' | Subscribe — $59/mo → | Views 40K+, subscription clicks | Planned |
| Aug 10 Wed | Reel — Sub Compare | 'Refill vs Discovery vs Mystery — which one is you?' 30s explainer. All three Sanctuary tiers. | Product animation or cut style. Text overlays: key features. Price at end of each section. | Choose your tier → | Saves, link clicks | Planned | |
| Aug 11 Thu | Sub Lifestyle | 'The subscription that keeps your home atmospheric.' Lifestyle imagery of monthly delivery. | Beautiful packaging. Gold ribbon, dark box, product inside. | Subscribe from $19/mo → | Impressions, clicks | Planned | |
| Aug 12 Fri | Paid Ads | Meta Sub Carousel | Carousel targeting past purchasers. 'You bought once. Now make it ritual.' Three tiers. | Carousel: Refill, Discovery, Mystery. Each card: product + price + key benefit. | Subscribe Now → | ROAS past purchasers 4x+ | Planned |
| Aug 13 Sat | White Glove Post | White Glove Service. "For those who live at the level of Chapter III." $249/month. Elite positioning. | Ultra-minimal. Product against black. 'Refills. Installation. Maintenance. Priority concierge.' | Apply for White Glove → | DM inquiries, profile visits | Planned | |
| Aug 14 Sun | Win-Back | Subject: "Something has changed since you left." | Win-back: 60+ day lapsed. New products + 10% off. | Clean emotional email. New products shown. Soft urgency. 10% for return. | Return to the Atelier → | Win-back rate 5%+ | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Aug 15 Mon | Reel — Fall | 'Your summer scent and your fall scent are not the same thing.' Seasonal transition editorial. | Summer light → autumn warmth. L'Eau de Verre → Vellum and Hide. 'Reset your atmosphere.' | Shop the Fall Edit → | Views, saves, link clicks | Planned | |
| Aug 16 Tue | TikTok | Fall Picks | 'Best reed diffuser scents for autumn.' Bergamot Obscura + Vellum and Hide featured. | Product flat lay with autumn context. Quick cuts with scent note overlays. | Shop now — link in bio → | Views, comments, saves | Planned |
| Aug 17 Wed | Blog | Blog Post | Publish: "How to Build a Scent Identity: A Guide to Finding Your Signature." SEO: 'best reed diffuser Canada'. | Educational + aspirational. Links to Discovery Sub as the solution for the unsure. | Start Discovering → | Organic traffic, sub conversions | Planned |
| Aug 18 Thu | Campaign | Subject: "Fall is closer than you think. Your atmosphere should be ready." | Fall scent guide. | Autumn editorial within dark V&V aesthetic. Bergamot Obscura + Vellum and Hide featured. | Shop the Fall Edit → | Open rate, revenue | Planned | |
| Aug 19 Fri | Fall Mood Board | 'Autumn Atmosphere' section in The Sanctuary Edit. 20+ fall interior pins. | Deep amber, forest green, dark wood imagery. Product pins with autumn descriptions. | Shop Noir Suite → | Board saves, clicks | Planned | |
| Aug 20 Sat | Paid Ads | Meta Fall Retarget | All Q3 visitors. 'The season is changing. Your home should too.' Scent reset angle. | Autumn editorial. L'Eau de Verre + Bergamot Obscura pair. Carousel format. | Shop Now → | ROAS 3x+, conversions | Planned |
| Aug 21 Sun | Story Poll | Poll: 'What Noir Suite scent is your fall ritual?' Results shared next story. | Branded story. 4 scents as poll options. Gold typography. DM for Discovery Sub info. | Link to Discovery Sub → | Poll engagement, DMs | Planned |
| Date | Channel | Content Type | Caption / Subject / Headline | Creative Notes | CTA | KPI | Status |
|---|---|---|---|---|---|---|---|
| Aug 22 Mon | Campaign | Subject: "You've been chosen for the Inner Circle." | Vault invitation. Benefits listed. Exclusive framing. | Ultra-premium dark email. Gold seal graphic. Benefits: early access, exclusive blends, White Glove. | Join The Vault → | Open rate 40%+, Vault sign-ups | Planned | |
| Aug 23 Tue | Reel — Vault | 'The Vault — inside the Velour and Vellum Inner Circle.' What membership means. Aspirational. | Dark editorial reel. Glimpses of exclusive packaging, archive scents, curated extras. | Apply to Join → | Views, saves, DM inquiries | Planned | |
| Aug 24 Wed | TikTok | Inner Circle POV | 'POV: You just joined The Vault.' First delivery unboxing. Exclusive scent, curated extra. | Luxury unboxing. Dark box, gold tissue, unexpected extra. 'This is what The Vault delivers.' | Join The Vault — link in bio → | Views, shares, conversions | Planned |
| Aug 25 Thu | Paid Ads | Meta High-Value | Target highest-value customers + sub holders with Vault invitation. Custom Klaviyo audience. | Exclusive creative. 'You've earned your invitation to The Inner Circle.' Premium, not promotional. | Join Now → | Vault conversion rate | Planned |
| Aug 26 Fri | White Glove | White Glove as the pinnacle. "For those who live at the highest level of Chapter III." | Architectural interior. 'Refills, installation, maintenance, priority concierge. $249/month.' | Apply for White Glove → | DM inquiries, click-throughs | Planned | |
| Aug 28 Sun | Q3 Recap | Subject: "Three months. Three chapters. One atmosphere." | Q3 recap + Q4 autumn preview. | Warm editorial recap. Month highlights. Q4 teaser: 'Autumn is the season for atmosphere.' | Stay with us → | Open rate, Q4 anticipation | Planned | |
| Aug 31 Mon | Q3 Recap Post | "Three months. Three chapters. One identity." End-of-quarter brand milestone post. | Dark editorial collage of best moments. Gold text overlay. Gratitude tone. | Continue the journey → | Saves, comments, shares | Planned |
Meta, Google, and TikTok campaigns across June, July, and August
| Week | Platform | Campaign | Creative & Targeting | Budget/day | KPI |
|---|---|---|---|---|---|
| Jun 1–7 | Meta | Ch. I Brand Awareness | Video: atmospheric room reel. Interest: home decor, interior design, luxury fragrance, home luxury. Canada 25–55. | $25 | Video views 40%+, CTR 0.6%+ |
| Jun 1–7 | Brand Search Protection | Brand keywords: 'velour and vellum', 'velour vellum diffuser'. Max click share. | $10 | Click share 90%+ | |
| Jun 8–14 | Meta | Father's Day Gift | Image: gift-wrapped Noir Suite. Interest: luxury home, gifting, men 30–55. Canada. | $30 | CTR 1%+, ROAS 2.5x |
| Jun 8–14 | Shopping — Noir Suite | Product listing ads for all 4 Noir Suite items. Shopify feed. Home goods + gifting searches. | $20 | ROAS 3.5x+ | |
| Jun 15–21 | TikTok | Discovery Sub In-Feed | Unboxing-style video. Discovery sub offer. Audience: home decor, beauty 22–40. | $20 | CTR 0.8%+, sub conversions |
| Jun 15–21 | Meta | Discovery Sub Retargeting | Carousel: 3 subscription tiers. Retarget 30-day website visitors. | $15 | ROAS 3x+ |
| Jun 22–30 | Meta | Full Retargeting Stack | Carousel: all Noir Suite products. All June visitors. 'You were this close to a different room.' | $25 | ROAS 3x+, add-to-carts |
| Jun 22–30 | Display Retargeting | Lifestyle imagery. 30-day pixel audience. Frequency cap 3/day. | $10 | CTR 0.35%+ |
| Week | Platform | Campaign | Creative & Targeting | Budget/day | KPI |
|---|---|---|---|---|---|
| Jul 1–7 | Meta | Ch. II Awareness Video | 15s car interior video. Interest: BMW, Audi, Mercedes, luxury lifestyle, men 28–50. Canada. | $25 | Video views 50%+, CTR 0.8% |
| Jul 1–7 | Category Search — Ch. II | 'luxury car scent Canada', 'car fragrance diffuser luxury'. Exact match bidding. | $20 | CTR 4%+, ROAS 3x | |
| Jul 8–14 | Meta | Obsidian Oud Single Image | Dark car at night. Interest: men 28–50, luxury cars, dark aesthetics. | $20 | CTR 1%+, ROAS 2.5x |
| Jul 15–21 | TikTok | Voyage Sub In-Feed | 'Luxury car scent from $14/month.' Unboxing hook. Audience: automotive, lifestyle 25–45. | $20 | CTR 0.8%+, subscriptions |
| Jul 15–21 | Meta | Voyage Sub Carousel | 3-card carousel: Refill, Discovery, Mystery tiers. Past website visitors. | $20 | ROAS 3x+ |
| Jul 22–31 | Meta | Combined Retargeting | Carousel: all Ch. I + II products. All Q3 visitors who haven't purchased. | $30 | ROAS 3x+ |
| Jul 22–31 | Meta | Ch. I Lookalike | Lookalike 1–2% of June purchasers. Best-performing June Reel as creative. | $20 | ROAS 2.5x+ |
| Week | Platform | Campaign | Creative & Targeting | Budget/day | KPI |
|---|---|---|---|---|---|
| Aug 1–7 | Ch. III Search | 'hvac scent system', 'cold air diffuser home Canada'. Max conversions bidding. | $30 | CTR 5%+, inquiry rate 3%+ | |
| Aug 1–7 | Meta | Ch. III Video Awareness | Chapter III reveal reel. Interest: interior design, architecture, luxury home, hospitality. | $30 | Video views 50%+, inquiries |
| Aug 1–7 | TikTok | Ch. III Spark Ad | Boost Chapter III hotel scent TikTok. Audience: home decor, education, luxury. | $15 | Views 30K+, CTR 0.5%+ |
| Aug 8–14 | Meta | Subscription Carousel | All 9 subscription tiers. All Q3 website visitors. 'From $14/month.' | $30 | Subscription conversions |
| Aug 8–14 | Meta | Past Purchaser Sub Push | Past purchasers: 'You bought once. Now make it ritual.' Subscription CTA. | $20 | ROAS 4x+ (warm audience) |
| Aug 15–21 | Meta | Fall Retargeting | Autumn creative. All Q3 visitors. 'The season is changing. Your home should too.' | $25 | ROAS 3x+ |
| Aug 15–21 | Fall Search Campaign | 'best reed diffuser fall', 'fall home scent Canada', 'autumn diffuser luxury'. | $20 | CTR 4%+, ROAS 3.5x | |
| Aug 22–31 | Meta | Vault High-Value Retarget | Custom Klaviyo audience: purchasers + sub holders. Vault invitation creative. | $20 | Vault conversion rate |
| Aug 22–31 | Meta | Q4 Lookalike Setup | Lookalike 1–3% of all Q3 purchasers. Prep Q4 audiences. Gentle awareness creative. | $15 | Audience building for Q4 |
All campaigns, automation flows, and newsletters across June, July, and August
| Date | Email Name | Type | Subject Line | Content Summary | Segment | Open Rate Target |
|---|---|---|---|---|---|---|
| Jun 1 | Welcome Flow — Email 1 | Flow | "Three chapters. One identity. Yours." | Brand story. Chapter overview. Editorial photography. What V&V is about. | New subscribers | 40% |
| Jun 3 | Welcome Flow — Email 2 | Flow | "The Sanctuary begins here." | Chapter I deep dive. Noir Suite product guide. Which scent for which room. | New subs, Day 3 | 36% |
| Jun 5 | Welcome Flow — Email 3 | Flow | "What is your scent identity?" | Scent quiz embedded/linked. Results lead to specific Noir Suite product. | New subs, Day 5 | 33% |
| Jun 7 | Welcome Flow — Email 4 | Flow | "Here's what others said about their first chapter." | Testimonials and social proof. UGC-style images. Review roundup. | New subs, Day 7 | 30% |
| Jun 9 | Welcome Flow — Email 5 | Flow | "Your first chapter — 10% off." | 10% welcome offer. Single CTA. Expires 72 hours. Urgent but elegant. | New subs, Day 10 | 28% |
| Jun 8 | Father's Day Gift Guide | Campaign | "The gift that changes every room it enters." | Guide: Vellum and Hide, Gift Card, Gift Wrap. Order-by date. Urgency. | All subscribers | 35% |
| Jun 13 | Abandoned Cart — Father's Day | Automated | "Your gift is still waiting." | Cart recovery: Father's Day timing. Shipping deadline. One CTA. | Cart abandoners | 45% |
| Jun 15 | Discovery Subscription Launch | Campaign | "Discover before you decide — from $19/mo." | Sanctuary Discovery Sub reveal. Three-tier comparison. No commitment. | All subscribers | 36% |
| Jun 22 | June Mid-Month Newsletter | Newsletter | "Your Saturday atmosphere guide." | Editorial content email. Ritual guide. Blog link. Two product features. | Engaged subscribers | 33% |
| Jun 28 | June Recap + July Teaser | Newsletter | "Thank you for making it atmospheric." | June highlights. Community thank you. July/Voyage teaser at bottom. | All subscribers | 32% |
| Jul 1 | Chapter II Launch | Campaign | "This is what the drive should smell like." | Voyage/Chapter II reveal. Gilded Nectar hero. Chapter overview. | All subscribers | 37% |
| Jul 10 | Obsidian Oud Spotlight | Campaign | "The darkest scent we've ever made." | Single product deep-dive. Oud origin story. Ultra-dark editorial layout. | Engaged subscribers | 35% |
| Jul 15 | Voyage Subscription Push | Campaign | "Never run out. Never settle." | Voyage subscription all tiers. Discovery as entry. Price comparison. | All subscribers | 34% |
| Jul 20 | Abandoned Cart — Chapter II | Automated | "Your drive is waiting for its final detail." | Cart recovery: Chapter II. Gentle luxury tone. Gift wrap mention. | Cart abandoners | 44% |
| Jul 24 | Blog Roundup + August Teaser | Newsletter | "Something is coming in August — and it changes everything." | July content roundup. Chapter III blurred teaser image. | Engaged subscribers | 36% |
| Jul 28 | July Recap | Newsletter | "What happened to the drive this July." | July highlights. Top sellers. August reveal announcement. | All subscribers | 33% |
| Aug 1 | Chapter III Launch | Campaign | "Chapter III is here. Architect your atmosphere." | Cold Air System full reveal. All three tiers. Hotel-grade concept. | All subscribers | 40% |
| Aug 8 | Subscription Push | Campaign | "We never run out. Neither should you." | All 9 subscription tiers. Comparison table. Best value highlighted. | All + past purchasers | 36% |
| Aug 14 | Win-Back Campaign | Automated | "Something has changed since you left." | Lapsed 60+ days. New products. 10% re-engagement offer. | Inactive 60+ days | 22% |
| Aug 18 | Fall Edit Email | Campaign | "Fall is closer than you think." | Seasonal transition. Bergamot Obscura + Vellum and Hide as fall picks. | All subscribers | 35% |
| Aug 22 | Vault Invitation | Campaign | "You've been chosen for the Inner Circle." | Exclusive Vault invite. Benefits. Premium dark layout. Gold design. | Active purchasers | 45% |
| Aug 28 | Q3 Recap + Q4 Preview | Newsletter | "Three months. Three chapters. One atmosphere." | Q3 recap. Community highlights. Q4 autumn preview. | All subscribers | 34% |