Advertiser: ELIZABETH ARDEN
Agency: PHD
Category: Best Use of Mobile Devices
Advertising campaign: TWIST INTO DAY OR NIGHT WITH BRITNEY SPEARS
Digital Strategist: Anna-Marieke Stallings (Phd)
Digital Supervisor: Dora Yu (Phd)
Svp Group Planning Director: Allison Howald (Phd)
Print Supervisor: Manglum Chin (Phd)
Assistant Print Strategist: Kayla Flaherty (Phd)
Strategist: Seema Harryginsingh (Phd)
Marketing Coordinator: Christina Kennally (Elizabeth Arden)
Creative Designer: Jean Antretter (Elizabeth Arden)
National Broadcast Investment: Melissa Getlen (Phd)
Print Strategist: Sasha Keleman (Phd)
Assistant Strategist: Simone Goldstein (Phd)
Associate Strategy Director: Traci Spiegelman (Phd)
Assistant Digital Strategist: Eve Vitale (Phd)
Vice President/Regional Marketing: Karen Huntoon (Elizabeth Arden)
Associate Media Director National Broadcast Investment: Marc Lasky (Phd)
Effectiveness
Despite younger, and fresher, celebrity fragrances launching in 2012, Twist saw a 350% increase in sales at Kohl’s for the month of December, outperforming Taylor Swift’s Wonderstruck & Justin Bieber’s Someday in the biggest retail month of the year. We engaged our target through our 2 for 1 approach, driving more than 310,000 clicks to e-commerce, with our overall campaign reaching 78% of our target.
Execution
Two is always better than one, right? To showcase our product innovation and scent duality, we worked magic across media channels, and made sure consumers were always getting 2 for 1. With a mobile-heavy target, we twisted the Britney Pack’s most prized possession. Through rich media mobile ads, fans could download Interactive Live Wallpapers that morphed into different Britney’s depending on time of day. We brought Kohl’s (U.S. Mass Retailer) scented cards to life using mobile augmented reality to reveal the 2-in-1 innovation “twist” and asking fans to complete a puzzle for exclusive content. We gave fans a second-screen mobile experience, asking them to Shazam our cable spots for behind-the-scenes footage of the commercial. Online and on mobile, we partnered with Pandora to allow consumers to choose a Fantasy or Midnight Fantasy playlist, with songs chosen by Britney. We challenged fans to style a day-to-night look on fashion site Polyvore.
Strategy
Elizabeth Arden’s Britney Spears’ Fragrances (BSF), Fantasy and Midnight Fantasy, had been in market for nearly ten years! To stay fresh and relevant in this crazy, celebrity-saturated fragrance world, Britney Spears Fragrances created a product format innovation called Fantasy Twist, a new 2-in-1 unique split bottle with day and night-time scents, all in one package. Our challenge was to create buzz around the innovation and get Fantasy ahead of the newer celebrity fragrances. To peak consumer interest and rejuvenate both scents, we brought Fantasy Twist to life through media - augmenting our campaign to offer consumers 2 sides to everything. By literally Twisting each medium, we brought the consumer from day to night; from Fantasy to Midnight Fantasy.