P&G Prestige: Smell my neck
Agency: Starcom MediaVest Group
Brand: Procter & Gamble
Fragrance category sales had been in decline for several years and one seemingly insurmountable hurdle stood in its way: the digital landscape. Why? Because you can't smell through a screen. Trial through actually smelling a fragrance is a proven way to get people to buy a new fragrance. We needed to find a way to translate the power of scent to the digital space for P&G Prestige Fragrances.
We made it our mission to better understand the human senses. What we realized was that the sense of smell is most closely linked to memory and emotions. So, our strategy was to demonstrate the feelings and emotions of smell in a VISUAL way that would come thru on a screen.
We filmed a social experiment about scent. Strangers wore blindfolds and we had them describe their emotions as they smelled each other. It was remarkable how accurately they described physical attributes and innate characteristics of their unseen partner based simply upon their perfumed scent. We turned the footage into a video series called "Smell My Neck." The series was viewed over 6 million times and the campaign resulted in an incredible holiday season with category sales increasing 3% vs. year ago.