Pop icon and triple threat entertainer, Ariana Grande, who has starred in Nickelodeon shows such as “Victorious” and “Winx Club:Enchantix,” has sold more than 85 million records globally. In September 2015, Grande launched her Ari, a luscious and sexy fragrance that opens up with sparkling fruits and ultra feminine scent. A highly creative 360-degree marketing and advertising campaign made this product launch a huge success.
The product launch was focused on marrying Araina Grande’s social media star power with direct marketing campaigns to boost customer engagement. A series of in-store product demos were conducted throughout nationwide Macy’s and Ulta stores.
The on-brand product display was inspired by Ariana's love of vintage and Hollywood glamor icons,such as Marilyn Monroe and Audrey Hepburn.
We created a digital hype by encouraging fans to use the hashtag #ARI to post their pictures with product display, as well as with the perfume. This experiential marketing campaign with a social media component resulted in increased engagement and skyrocketing sales.
