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TEAM / The Reference*
AREAS / Event management, Production, Social media content creation and influencer coordination
CLIENT / IN COLLABORATION WITH / The Fragance Force
YEAR / 2023-2024
In Red - A new addition to the Gloria Vanderbilt family, approaches through a younger scent a whole new generation of bolder women.
Through different actions in key locations and successful social media collaborations, we introduced the new fragance to her newest advocates.
THE BRAND
Gloria Vanderbilt was a pioneer who paved the way for women in business, fashion and art. Creator of the designer jean movement, was one of the first major brands launched by a woman, for women. Her perfumes are classic and loved worldwide, and have remained a best seller for decades. Despite being beloved for so many years, the brand is stuck in an older demographic. Trough new, fresher products and a new communication strategy, its aiming for younger generations. In Red is the first step in this new direction.
REPOSITIONING STRATEGY
Defining new brand values: bravery, independence, audacity
& intergenerational
connections
LOCATION
The events took place for a weak each, in Primor store in Callao, in the center of the tourist and shopping area in Madrid.
This place was ideal as it provided us with a constant flow of potential customers with time and interest in new products and experiences. Hundreds of people joined the action and shared it, reaching thousands on social media.
#InRedStories
PRODUCT LAUNCHING
The first step to travel through generations was to involve them all in a space of telling relevant stories about their lives and shared experiences. We created a comfy corner and some questions & promoted participation gifting the whole GV perfumes range. Online, this provided a space for used generated content, that helped us reach organically a wider audience. We also opened social media profiles for GV Spain, creating a new communication channel to reach our new audience through quality content and influencer collaborations.
Watch the whole project:
#InRedStories
MOTHER'S DAY
For this action, we teamed up with the trade marketing department at TFF to promote direct physical purchase of the product through an incentive. For a whole week, buying a GV product, customers had the chance to have it personalized by an illustrator in store, providing added value for both participants and the brand: as it is a custom product, its a secured sale, not changeable or refundable. Our team designed the event and coordinated the production work, as well as the management of influencers, hostesses, press and communication.
With an average of 300 visitors daily, lots of UGC was created and shared. An online campaing was also launched, collaborating with previous brand ambassadors and new influencers, adding up to +60.000 views combined.
SOCIAL MEDIA STRATEGY
With a mix of her historical figure and current brand ambassadors, this profile aims to highlight the relevance of GV and her legacy to date.
GLORIA VANDERBILT: 100th ANNIVERSARY
On 2024, we celebrated both the 100th birthday of Gloria Vanderbilt and the 75th anniversary of her first perfume. To uplift and celebrate women as corageous as her, we chose 100 culturally relevant women in Madrid, and sent them a PR package with products. It also included an original print of an illustration of Gloria Vanderbilt, through the eyes of artist Ana Jarén.
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