When launching Justin Bieber's first ever fragrance his clout was a huge asset. However, we needed to keep the attention and engagement going from a springtime launch all the way through the high sales, holiday season - a lifetime for his ADD prone audience.
To meet the challenge I lead and collaborated with a multi-discipline team to conceptualize and produce a multi-phase, multi-platform series of engagements that kept the momentum growing and interest piqued, even for someone like Justin.
The first phase was Hearts the Across the Web a way to raise awareness for the more altruistic motivation behind Someday, raising donations for Pencils of Promise. We let Justin and his band of Beliebers get together to connect their hearts (his universal symbol of fan appreciation) in an effort to create the world's biggest digital chain, simultaneously raising awareness for the fragrance and his favorite charity.
To meet the challenge I lead and collaborated with a multi-discipline team to conceptualize and produce a multi-phase, multi-platform series of engagements that kept the momentum growing and interest piqued, even for someone like Justin.
The first phase was Hearts the Across the Web a way to raise awareness for the more altruistic motivation behind Someday, raising donations for Pencils of Promise. We let Justin and his band of Beliebers get together to connect their hearts (his universal symbol of fan appreciation) in an effort to create the world's biggest digital chain, simultaneously raising awareness for the fragrance and his favorite charity.
Overall Launch Results:
-#1 selling celebrity fragrance of all time
-#1 selling fragrance in Macy's history - $3mm in first 3 weeks
