P&G Prestige: Smell My Neck

Jessica Perrin

Campaign Details

Brand: P&G Prestige
Brand Owner: Procter & Gamble
Lead Agency: Starcom
Country: United States
Industry: Fragrances, perfumes
Channels used: Content marketing, Mobile, Online display, Online video, Point-of-purchase, in-store, Search, Social media, Websites, microsites
Budget: Up to 500k

Executive Summary

The fragrance industry was lagging and one seemingly insurmountable hurdle stood in its way: the digital landscape. Why? Because you can't smell through a screen. Fragrance sales had been in decline for several years. While trials and free sampling are proven sales drivers in stores, 89% of people now prefer to shop online. P&G Prestige Fragrances needed to find a way to translate the experience of a new scent, and the feelings surrounding it, to the digital space and romance customers back to the fragrance category.