Challenge
Perfume brand Lady Million’s target consumers all have one thing in common: ‘Nowism.’ They don’t just want everything, they want more of everything and they want things as soon as possible. Latin America is more image-conscious than anywhere else in the world which results in it being the only global region where perfumes are gaining share within the personal care category.
Paco Rabanne found that this trend exists because Latin American women relate perfume usage to being successful, and the most important factor when choosing a perfume is brand name. Therefore its goal was to increase sales by 50%. In order to do so the brand had to stand out amongst a very saturated market of competitors in the most cluttered quarter of the year for the category.
Insight
It became evident that it needed to leverage media that would successfully promote its product through both TV and online advertising. In order for it to do so, Lady Million had to ignite interaction between itself and its consumers through a strong communication platform. From this idea an opportunity was identified to create a pan-regional communication strategy through an entirely customised and unique content platform with a wide portfolio of channels and digital solutions.
The ‘Lady Million Blogger’ came to life - a character that personified the brand, highlighting its name and differentiating itself through the concepts of nowism and instant gratification. The hit TV show, ‘Gentleman Prefer Them Dumb,’ (GPTD) was identified as the perfect environment for this character to ‘live’ in.
Solution
The character was portrayed by Eglantina Zingg, a Latin America socialite who shares the brand’s aspirational lifestyle ideals. She created a blog, Ladymillionblog.com, where she shared her adventures and interacted directly with fans - all of this was seamlessly integrated into the script.
The storyline that played out on screen was taken to the internet and the saga was shared on social media platforms where fans were invited to help the characters solve their dilemmas. A strategy was created to drive traffic and generate a buzz via the talents’ fan pages and accounts, a targeted digital campaign, and an on-air sponsorship of GPTD, further developing the link between the show and the brand.
Results
Lady Million saw a 200% increase in sales.
Consumers engaged with Lady Million Blogger and shared and followed her life and story.
The blog received more than 81,000 unique visitors.