Challenge
Exploring the potential of a new AI advertising opportunity
Founded in 1982, Interparfums, Inc. develops, manufactures, and distributes prestige fragrances for a portfolio of globally recognized brands. Through its international distribution network, the company’s products are sold in more than 120 countries, giving Interparfums a significant presence in the global fragrance market.
As part of Criteo’s inaugural ChatGPT Alpha launch, Interparfums partnered with Criteo to explore the potential of advertising within ChatGPT experiences. With no predefined KPIs, the brand approached the campaign as an opportunity to test an emerging advertising environment and uncover new possibilities for brand visibility.
The goal was to gather early insights into the channel’s impact and understand how it could inform future activation strategies.
Solution
Measuring brand visibility with and without ad triggers
Criteo launched a ChatGPT campaign for Interparfums across May and June, giving the brand an early opportunity to explore how advertising could contribute to its visibility within AI-driven experiences.
To understand the campaign’s impact, Interparfums worked with its data partner, Meikai, to measure brand visibility with and without ad triggers. This provided a clearer view of the incremental visibility associated with advertising and helped Interparfums understand how its brands appeared across relevant prompts.
The analysis also examined targeting alignment across category prompts, providing additional insight into the relevance of the brand within these AI-driven interactions.
Results
Elevating visibility and uncovering new brand signals
The results demonstrated the potential of this emerging advertising environment. Across May and June, Interparfums captured a 16.6% share of ad space with strong ad presence. When ads were triggered, the campaign drove a 45.5% lift in total combined brand visibility.
Targeting alignment was also 2.8x higher on category prompts, demonstrating stronger alignment between the campaign and relevant consumer conversations.
The campaign surfaced more than 10 distinct brand themes, ranging from luxury positioning and heritage storytelling to gifting appeal and iconic status. These themes provided additional signals around how Interparfums’ brands resonated within AI-driven experiences.
Most notably, Interparfums reported that its brands had never reached this level of total brand visibility before – marking a first-of-its-kind result through Criteo’s ChatGPT partnership.
