MPG Romania / Havas Media Romania - #ParfumulPrimaveriiTale

Category: Best Interactive Experience

Client: L'Erbolario

Year / Domain / Status: 2014 / Fmcg / Participant

Strategy description:

Our strategy: own the social buzz around spring fragrances. Activation Platform: #ParfumulPrimaveriiTale (the parfume of your spring) In order to create buzz, we focused on Facebook (app + amplification), additional support w/ targeted dispay & search & content (bloggers reviews). Inside the application - we had to push a voucher (get free samples in stores and 10 RON DISCOUNT only with the printed voucher) The interactive element: the users are introduced in the brand universe, the have to choose their favourite spring flower and discover products related to this flower. The product details are communicated in a personalised way - they also get a characterisation of the persons who are choosing that flower. The buzz is generated through social sharing (post on the wall option from the app).

Execution:

DISPLAY: - Banners targeted on high affinity placements (local publishers) - GDN (Advanced targeting - contextual + interests + topics) FACEBOOK ADS - Advanced targeting (Geo / Demographics / Interests) - Custom audiences & Similar Audiences (Traffic from app / site) - Boosted posts BLOGGERS Reviews & App Call to action (Lorena Buhnci, Mona w/ Gloss, Beauty by Jules, Provinciala) REMARKETING: only users who downloaded the vouchers - in order to push the trial in store --> Avg. Frequency on remarketing campaign: 36+

Case visual:

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