Challenge

Our role was to create a disruptive perfume campaign around this new and hugely differentiated product offering.

We were active in a new category, (fashion and beauty) to a female audience that is always on the lookout for the next best thing, and interested in fashion and lifestyle, but who does not see Brutal Fruit as distinctive. Thus we wanted to reshape their perspective to believe that Brutal Fruit is in a class of its own. 

Understanding our audience informed how and where we activated our media. 

We tasked ourselves with stimulating Awareness and Engagement, to promote Consideration and Trial.

Solution

We developed an integrated strategy including TV, OOH and Digital where Awareness lived as an ongoing objective, throughout the campaign with the intent for multi-platform messaging. This allowed us to tie the perfume back to the original brand through leveraging the core “You Belong” brand message.

We hosted a dynamic launch event, where we played to the power of influencers to stimulate excitement, and as a first for Brutal Fruit we developed a bespoke SnapChat AR filter to stimulate consumer engagement.

A competition encouraged trial and drove digital traffic to our e-tail partners. We underpinned our entire campaign with a strong search strategy to close the loop.

Results

We over-performed across all our set KPIs, delivering firmly against our objectives of Awareness and Engagement, leading to Consideration and Trial.

• Over R10M PR generated
• Over 80 bottles sold during the campaign period
• Our campaign ultimately delivered overall target audience campaign reach of well over 60%
• Delivering 158M over all digital impressions = 68% more impressions than originally planned
• Delivering 180% more video views at a 63% completion rate
• Our overall click-through rate was 2 x times our own benchmark and 3 x times higher than the industry average
• The Fragrance Competition drove 138 064 page views and 34 760 sign ups
• Our Influencers achieved an impressive engagement rate of 13.1% from 528.3K engagements
• We garnered 4.2M influencer social impressions during this campaign period and reached 3.6M accounts organically