#myrougejourney

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CHALLENGES

Excite millennials customers through story-telling content

• Create brand awareness and excite millennials customers through story-telling content
• Engage with millennials customers through #myrouge journey and conquest leads with smart sampling to drive them from online to offline
• Enhance customer experience via different touch points and extend their lifecycle with automated communications program
• How to differentiate narciso rodriguez – a niche designer fragrance brand from the highly competitive commercial fragrances market and attract millennials
• How to allocate the slim marketing resources in an efficient way in order to drive productivity
• How to build emotional connection with customers in different touch points and enhance their #myrouge moment

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STRATEGY

Engage millennials to become one of the muses of narciso rodriguez

Approach
Invite millennials to join #myrougejourney and discover the olfactory of narciso rodriguez in an integrated campaign site.

Engage
#myrouge journey with a live camera apps in #myrougecampaign site is launched to engage our millennials to become one of the muses of narciso rodriguez  and empower them with the elegance of the brand.

Reach
We engage with millennials through different touch points to create powerful brand image in a cost-effective way:
OWN: Story-telling content on FB & IG
PAID: Digital banner & feature stories on selected beauty & lifestyle platforms, SEM, WeChat
EARN: Influencers community, PR, WeChat

Conquest
Smart sampling strategy to drive the millennials to physical store to enjoy personal fragrance discovery journey and experience the olfactory

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