Barbarian gained the ’Best Sell Side Innovation’ class at The Drum Awards for Digital Advertising 2022 for its work with Fenty Beauty and the launch of its first perfume. Here, we discover out extra about what went into this profitable undertaking.For the launch of its first perfume, Fenty Eau De Parfum, Fenty Beauty aimed to determine a direct relationship with followers by launching it direct-to-consumer via an unique on-line drop. For an viewers that had by no means smelled the fragrance earlier than, nonetheless, this introduced a problem.
The ideaInspired by ’ghost kitchens’ (delivery-only providers that don’t require bodily addresses), Barbarian created 5 secret Fenty ghost shops: online-only e-commerce platforms hidden in areas central to the scent’s creation on Google Maps. Building on high of Google Maps’ API meant the ghost shops might be accessed globally, disrupting typical API use by on-line retailers compelled to show bodily retailer areas. With a really modest finances, over 5 days Barbarian teased the existence of the shops on Fenty’s social channels – launching one daily, driving anticipation and fervor on-line. Each retailer allowed followers to scroll via a multi-sensory diary of the scent’s creation, that includes intimate reminiscences from the creator, Rihanna. Interactive tap-and-hold candlelight audio-moments whisper the story of the scent into the ear of listeners. The hype of the hunt – paired with the detailed, genuine storytelling – broke the need-for-trial barrier, with every ghost retailer promoting out of its limited-edition inventory inside hours.The outcomesThis marketing campaign ignited curiosity from press to social, leading to fentybeauty.com promoting out inside hours of launch. Fenty Beauty additionally noticed document signups for future communications: e-mail signups elevated 800% and textual content opt-ins lifted 40%, persevering with lengthy after the launch. These uncommon and beneficial touchpoints will permit Fenty Beauty to make new connections with its prospects long run.This undertaking was a winner at The Drum Awards for Digital Advertising 2022. Click right here to search out out which of The Drum Awards are at present open for entry.