Nude by Rihanna

Fragrance Launch Case Study

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Challenge

When one of the world’s biggest pop stars launches a new fragrance, the supporting campaign could only be one thing: larger than life. To boost sales of Rihanna’s fragrance, Nude by Rihanna, we were challenged with engaging her fans in an innovative way.

Solution

The team started with a solid content strategy. Then we launched an integrated campaign across multiple touch points. We tapped into Rihanna’s Diamonds World Tour and her jet-set lifestyle to make Nude something worth talking about.

To reach her audience we launched an integrated campaign that seamlessly connected both digital engagement and concert experiences, built a fully responsive web platform to meet millennial fans online and on the go and developed a content marketing program to drive interaction with behind-the-scenes content and participation in nationwide contests.

To capture real-time connections, we created a custom out-of-home installation that traveled with Rihanna as she toured the world.

Results

Users engaged on social media, interacted with and shared custom content and, best of all, made purchases. Our successful content strategy helped tie the campaign together and optimize a media plan. In return, the brand saw increased sales online and at premium retailers like Macy’s. We activated Rihanna’s loyal audience by making the fragrance relevant in conversation and generated millions of impressions among our target demographic.

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