Cannes Lions

PRESTIGE

STARCOM MEDIAVEST GROUP, Chicago / PROCTER & GAMBLE / 2015

Case Film
Supporting Content
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Our “Smell My Neck” video series romanced customers playing on deprivation of a sense (sight) to enhance another sense (smell). One of the challenges the fragrance category faces, much to its dismay, is that you can’t smell through a screen. Where trial has always been a purchase driver, video content posed major difficulties in conveying a fragrance’s scent.

Execution

We devised a custom video-led campaign highlighting feelings and emotions of smell. ‘Smell My Neck’ showcased blindfolded strangers experiencing and describing the unique, perfumed scent of the person they were paired with, their physical attributes, their personality and innate characteristics. They forged bonds within minutes of the activity. The content was integrated into Allure’s social channels and online content, YouTube and was supported by digital ad units that allowed for fragrance purchase in-unit without having to ever leave the page. We leveraged the full digital experience with retail partner, Sephora, resulting in P&G Prestige Fragrances promoted more heavily on site.

Outcome

The Smell My Neck content was viewed over 6 million times, resulting in the promotion achieving an incredible holiday season.

•Fragrance category sales lift of 3% versus year ago

•In-banner purchases more than tripled the typical comparable benchmark

•View through rate (video completion) exceeded benchmark by 16% and CTR doubled industry benchmarks - extremely engaging for long form content.

Similar Campaigns

12 items

New Head Coach

MEDIACOM ISRAEL, Tel aviv

New Head Coach

2017, PROCTER & GAMBLE

(opens in a new tab)