How disruptive media solutions helped launch Charlotte Tilbury’s ‘Scent of a Dream’ fragrance to the UK
A genuinely unique beauty brand like Charlotte Tilbury demands a genuinely different approach to media planning And that’s exactly what we delivered to launch CT’s inaugural fragrance, Scent of a Dream.
Our strategy was to use channels that would create buzz and excitement, and that were seldom used by traditional beauty brands. Images of campaign muse Kate Moss were projected onto iconic buildings around the city, including City Hall, the Tate Modern and National Portrait Gallery. Branded taxis covered London in iridescent artwork and carried samplers of the new scent for passengers to try. Sumptuous art house cinemas were used to showcase the campaign film and to extend our sampling campaign. And we supplemented this activity by employing the most exciting social tool of the moment – a dreamy Snapchat filter, geo-fenced around their Covent Garden store and launch retail partner, Selfridges.
This innovative approach, allied to strong collaboration with the brands in-house team via their own social channels, resulted in a campaign that generated the impact we’d hoped for, punching way beyond its weight.