Clarins - Mugler
2018 - France
Brief
Clarins is a non-endemic French luxury cosmetics and fragrances company. For the relaunch of one of its famous fragrances, it produced a 4-part video series. The aim was to broadcast these episodes to a younger audience and increase brand awareness.
Insight
In 2018, Prime video wasn't as popular as it is today, but as it was brand new in France, anything was possible. And we were guaranteed to reach our target audience using the platform.
Solution
Adding the video series to the Prime Video catalog was not enough to increase viewership and brand awareness. We needed a campaign strategy and brainstormed with Mugler's media agency to develop a creative solution in line with a bespoke media plan. A novel idea emerged from this session, and I created the user path below to present to Thierry Mugler and his team.
We used Amazon media placements and Prime Now branded bags to redirect customers to a personalized landing page on Amazon.
On this page, customers could watch all 4 episodes directly or be redirected to Prime Video to stream them. And to encourage video viewing, we offered them the chance to become the writer of the second season. To increase impressions of the campaign, a second contest took place on social media, inviting customers to share the page for a chance to win Mugler fragrances.
Check it out live.
Results
The campaign was a great success in terms of video views (on the Amazon page and on Prime Video) and brand awareness. Two customer scripts were selected for discussion at Mugler.
+3K customers streamed the series.
Pan-EU campaign expansion were instantly under discussion.
The campaign has been submitted for six awards by the agency.
Role
I was the art director. From the creative idea to the production of all campaign elements.