JOB TO BE DONE
Raise awareness and positive sentiment about the newly launched deep euphoria by Calvin Klein and the product being available in the Australian market. We also wanted to drive motivation for consumers to want to go in-store to try and ultimately purchase this brand new fragrance.
THE IDEA THAT INSPIRED
We wanted to align with all campaign media channels being utilised to promote the launch of the fragrance in Australia. We decided to collaborate with a group of well-known Australian influencers who have a strong following and engagement rate on Instagram to promote the perfume. There are five million active Australian users monthly on Instagram, so this was selected as the key channel for the campaign
INSIGHTS THAT INSPIRED THE AUDIENCE
Margot Robbie is the global face of the deep euphoria campaign; the Australian influencers we worked with on this campaign were thrilled to be seen alongside Margot and to be associated with the international campaign as well as the Calvin Klein brand.
We worked with a range of influencers who aligned closely with the essence of what the deep euphoria fragrance is, and with the core global campaign message. Each of the influencers produced a unique take on the theme ‘Empower Your Sensuality’ that they were briefed in to create. The content was sexy, engaging, tasteful and aspirational and by choosing the most relevant influencers, the sponsored content was a natural fit to their Instagram feeds and brand aesthetic. Our paid influencer strategy integrated completely with the overall media campaign, with the influencer content providing one of the key streams of media promotion for the launch. The campaign received a total of 57,630 engagements across Instagram. It also received bonus PR through an article that appeared on the Daily Mail which showcased a range of the influencer’s posts and discussed these women embracing their sensuality