L' Erbolario Natural Beauty Products - Inside the beautiful packaging are uniquely smooth and sensual products produced in Italy. L'Erbolario was created with two goals in mind: to make the most natural products possible and to provide a sensual and pleasurable experience when using them. The products are available in Sensiblu Network (AdPharma). They wanted to generate buzz around their Parfumed bath & cosmetics range at the begining of spring season. One of their business objectives was also to generate trial (instore). Target: Women 25 – 45 y.o / urban / medium & high income Period: APRIL 2014 Challenge: we had to avoid the use of Sensiblu Website as a landing page and we had a small budget (other agencies recommended only standard display for this level of budget)
General Information:
Strategy: 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).
Video Link: