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.