Case Study: Palermo Perfumes

Driving Targeted Community Growth Through Content Strategy

Client: Palermo Perfumes
Agency: UZEE Global
Author: Usama Rasny, Founder of UZEE Global
Platform Focus: Instagram and TikTok
Campaign Duration: 30 Days
Result: 559% increase in reach and a 28% increase in followers

Overview

Palermo Perfumes, an established Australian fragrance retailer with over 36 stores nationwide and 1900+ inspired colognes, partnered with UZEE Global to refine their digital presence. The goal was not to pursue virality, but to build a sustainable and community-led content strategy that aligned with the brand’s values and translated into offline engagement and in-store growth.

The Objective

Led by Sal, Palermo’s National Manager, the brand outlined a clear content vision:

• Capture customer attention through authentic, on-brand storytelling

• Highlight pricing and value proposition

• Reinforce Palermo’s legacy as a trusted fragrance destination with over 20 years of history

• Showcase longevity of the product (scent durability)

• Increase staff engagement across digital touchpoints

• Emphasize convenience through visual cues (pocket-sized product usability)

Additional directives included visual storytelling through packaging, behind-the-scenes warehouse footage, and skit-based narratives in Melbourne to humanize the brand further. Staff visibility and content involvement were identified as key priorities.

Competitor Landscape

Direct competitors included ESNC, The Dupe Spot, Bujairami, AERRE, ALT Fragrances, Oakcha, and Whif. The objective was to differentiate Palermo by positioning them as the original players in the inspired fragrance space — “The OGs.”

Strategic Approach

UZEE Global developed a content calendar that focused on four core pillars:

1. Palermo Everywhere – Location-based content highlighting new store openings and geographic spread

2. Legacy Lives – Brand heritage, including 20+ years of operation and product volume

3. Family (Staff) – Internal culture, training, and engagement showcased through relatable storytelling

4. Power of Choice – Highlighting the breadth of their 1900+ colognes and affordable price points

Each piece of content was designed to support one or more of these pillars, with strategic distribution across TikTok and Instagram. Simultaneous engagement was initiated with the community prior to posting, ensuring active visibility and relevance.

Execution Highlights

• Store-focused content rollout began with Pitt Street Mall, accompanied by short-form video, staff interviews, and tram-view city footage

• “Inspired by” phrasing was consistently used to remain aligned with regulatory guidelines

• Visual consistency was maintained through staff-led videos featuring key team members (e.g., Saba, Kaprika), and Melbourne-based visuals

• A hiring link was integrated into the content plan to support recruitment objectives

• Videos emphasized perfume longevity, convenience (pocket-size usage), and real customer interactions

• Animations were developed for specific stores including Melbourne Central, using tailored scripts to resonate with different audience segments

Results

Within the first 30 days:

• Account reach increased by 559%

• Followers grew from 3,911 to over 5,000

• Engagement on staff-led and behind-the-scenes content consistently outperformed brand average

• The content positioned Palermo Perfumes distinctly from its competitors by leaning into its legacy and scale

• Established a repeatable content structure that can scale with new store launches and seasonal campaigns

Conclusion

UZEE Global’s approach focused on balancing creative execution with operational consistency. By integrating staff, highlighting brand heritage, and building platform-specific formats, Palermo was able to significantly grow its digital reach in under 30 days — without relying on trends or viral gimmicks.

This campaign stands as a strong example of how legacy retailers can evolve their digital presence through targeted, community-driven storytelling.

TAGS :

Palermo Perfumes marketing strategy, UZEE Global case study, Usama Rasny content strategy, inspired fragrance social media, perfume brand Instagram growth, community-driven content campaigns, Australian retail marketing agency