Campaign details

Brand: Gucci Guilty
Brand Owner: Coty
Lead Agency: MediaCom
Contributing Agencies: RadiumOne
Country: Global
Industries: Fragrances, perfumes
Media Channels: Online display, Online video, Print - general, unspecified, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacy
Budget: 5 - 10 million

Executive Summary

How do you reverse a five-year decline? By bringing the separate worlds of "dark" and "light" social media together for the first time. Gucci Guilty blurred the lines between dark (guilty) social and light (not guilty) social, stopping the decline and doubling market share.

Objective: Reverse sales decline.

Market Background and Objectives

Gucci Guilty needed to understand millennials' private personalities.