MNZL approached Blaze Media with a clear goal: increase footfall to their Liverpool and London fragrance bar locations while building a stronger, more consistent social media presence.
As the UK’s first fragrance bar, MNZL already offered a genuinely unique in-store experience, but this wasn’t being communicated effectively online. Their content lacked consistency, personality, and a clear strategy to showcase what made the brand different.
Alongside driving store visits, MNZL wanted to reach new audiences across Liverpool, London and beyond, raise awareness of the fragrance bar experience, drive more traffic to their online store, build stronger engagement across TikTok, Instagram and Facebook, and translate the energy and personality of their stores into digital content.
Our team got straight to work.
Our objective was simple: turn MNZL’s social media into a genuine extension of the in-store experience.
Rather than creating overly polished or sales-heavy content, we focused on capturing authentic customer moments, showcasing the fragrance creation process, educating audiences around Arabian fragrances, and building personality around the MNZL team through highly engaging short-form video.
The strategy was built around making audiences feel like they were already inside the store before ever stepping through the door.
Each month, our team visited both locations to capture in-store customer experiences, fragrance mixing and creation processes, product showcases, team-led educational content, and lifestyle photography. This brought the personality of the brand online and gave audiences a real connection to the people, products and experience behind MNZL.
Rather than treating MNZL like a standard ecommerce fragrance brand, we positioned the stores as destinations. Content centred on “come with me to MNZL” style videos, signature scent creation, fragrance education, ASMR fragrance-making content, and store-focused storytelling designed to drive footfall. We maintained a consistent presence across TikTok, Instagram and Facebook, building familiarity with audiences while continuously driving discovery and engagement.
Within the first three months, MNZL saw significant growth across social media performance and, most importantly, in-store traffic. A huge congratulations to our social media team, whose creativity, consistency and dedication drove every bit of this progress.
By the third content shoot, the Liverpool store had completely sold out of bottle lids due to the surge in demand and in-store traffic, temporarily limiting product sales because of how busy the store had become. The numbers speak for themselves.
Instagram post views reached 24,401, with 6,754 reel views, 887 engagements and 215 direct website clicks. Facebook recorded 1,112 page views over the same period. Post views grew by 757%, engagement increased by 633%, and Facebook page views were up 148%.
MNZL’s social media transformed from inconsistent posting into a strong, cohesive brand experience that genuinely reflected the energy of the stores. By combining consistent content creation, short-form video strategy, experience-led storytelling, fragrance education and community-focused social media, Blaze Media helped position MNZL not just as a fragrance store, but as a destination experience in both Liverpool and London.
Post Views Increase
757%
On Instagram
Engagement Increase
633%
On Instagram
Page Views Increase
148%
On Facebook
Direct Web Clicks
215
Through Instagram
We’re here and ready to talk you through your options and help you really make your mark online.
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