RARE BEAUTY

AllBeauty

Jun 7

Written By Valeria Rivera

RARE BEAUTY

SELENA GOMEZ EAU DE PARFUM LAUNCH

Objective

LAUNCH SELENA GOMEZ PARFUM USING SCRATCH AND SNIFF BILLBOARDS IN NEW YORK.

Campaign

THE CAMPAIGN LAUNCHED THREE SCRATCH-AND-SNIFF BILLBOARDS ACROSS NEW YORK CITY TO PREVIEW RARE BEAUTY’S EAU DE PARFUM, BLENDING SENSORY ENGAGEMENT WITH DIGITAL ACTIVATION. PEDESTRIANS COULD SCRATCH THE BOARDS TO EXPERIENCE THE FRAGRANCE, THEN SCAN A GEOFENCED QR CODE THAT LED TO SHOPIFY’S SHOP APP, WHERE THEY COULD CLAIM A FREE ROLLERBALL SAMPLE DELIVERED BEFORE THE OFFICIAL LAUNCH.

THE SCRATCH-AND-SNIFF UNITS WERE PRODUCED USING SPECIALTY PRINTING TECHNIQUES THAT EMBED MICROCAPSULES OF FRAGRANCE OIL INTO THE SURFACE OF THE CREATIVE. WHEN PEDESTRIANS SCRATCHED THE DESIGN, THE CAPSULES BROKE AND RELEASED THE SCENT, ALLOWING PEOPLE TO SAMPLE THE PERFUME DIRECTLY FROM THE BILLBOARD.

Results

THE CAMPAIGN GENERATED MASSIVE ORGANIC VISIBILITY, DRIVEN BY SELENA GOMEZ’S 417M INSTAGRAM FOLLOWERS AND EARNED COVERAGE FROM THE NEW YORK TIMES, VARIETY, ADWEEK, AND FOX NEWS. WITH NO PAID MEDIA, THE SCRATCH-AND-SNIFF BILLBOARDS SPARKED CONVERSATION ACROSS EVERY SOCIAL MEDIA CHANNEL AS PEOPLE SHARED THEIR EXPERIENCES ONLINE.