P&G Prestige: Smell My Neck
Campaign Details
Brand: P&G PrestigeBrand Owner: Procter & GambleLead Agency: StarcomCountry: United StatesIndustry: Fragrances, perfumesChannels used: Content marketing, Mobile, Online display, Online video, Point-of-purchase, in-store, Search, Social media, Websites, micrositesBudget: 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,...