Engaging a passionate fan base to launch new products for Elizabeth Arden.

Taylor Fans Introduced to Fresh Scents at the RED Tour

CHALLENGE:

Elizabeth Arden has a portfolio of licensed fragrances with Taylor and wanted to tap into her fanbase to drive sales and online social buzz about the existing line and the new fragrance launch, Taylor by Taylor Swift, mid-tour in 47 North American markets and an additional four markets in Australia.

SOLUTION:

G7 created activation elements and signage that required data collection to participate, yet also rewarded engagement with the ultimate seat in the house…the front of house pit pass. The setup was designed to easily be reskinned for the new July fragrance launch of Taylor by Taylor Swift.

Key elements included:

  • 60’ x 90’ photo marketing footprint with incentive of “win 2 pit passes.” Each photo was delivered to the fan’s email address in a branded photo frame with prompts to share, plus a $5 off coupon toward purchase at Ulta.com.
  • Trained ambassadors deliver spritzing of the fragrances and liquid touch and blotter cards.
  • Quick screen signage throughout concourse provides unmanned photo ops with CTA to share on social media.

RESULTS:

The program delivered 10,000+ branded fan photos generating 850,000+ facebook impressions and over 250,000 samples and coupons were distributed in North America with an additional 50,000 distributed in Australia.