Multi-Channel Awareness Campaign Influencer Marketing
Experiential Activation,
Specialty Product Packaging,
SMS Campaign
#ismellbs
Boy Smells
Personal Contributions:
Art Direction
Concepting
Strategy
PR Package Design
SMS Copy
Experiential Rendering
Photo Editing
Collaborators:
Wisdom Warner
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Smells like an opportunity to go viral.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Influencer Marketing
By distributing PR Boxes Mid-Late August to key influences to highlight on their socials, we will be able to re-familiarize our target market with the Boy Smells look and overall brand as we lead in to our main activation.
We designed the box to align with the seductive fantasy themed campaigns found with recent releases. The visuals are intended to be conversational and "instagramm-able" to help encourage recipients to share the buzz of Boy Smells online.
Inside they will find the 'Vanilla Era' candle and perfume scent that is accompanied by a vanilla scented bathbomb we created as a special touch.
Before
Product photos for PR box shot by Wisdom Warner, directed & edited in Adobe Photoshop by me
After
A deeply rooted belief of Boy Smells is that 'scent is a sacred and intimate part of your daily ritual, so it is important that the one you choose connected to all of you'.
Their products can be purchased on their website or through very few retailers- making it difficult for consumers to try before they buy. We're offering a unique fix for that: a pop-up interactive activation where potential customers can find the scent that speaks to them most and purchase on the spot.
Pop-Up Experience
"Scent Speed Dating"
The activation is unveilied a day before the start of fashion week in New York, London, Milan, and Paris- where we know our people will be.
The design of the activation is inspired by Boy Smell's viral tester kit and is scaled large enough to be sure to grab attention.
In this one experience, consumers are able to interact with the brand in-person, sample the product, sign up for our SMS marketing, and walk away with a limited-edition specialty package for the perfume designed specifically for each location.
Specialty Packaging
New York Bottle
Paris Box
Specialty Packaging for Activation Product
New York Bottle
Paris Box
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messing at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience
Sign Up
Once signed up at the kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messaging at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience
Sign Up
Once signed up at the pop-up kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code as an incentive for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
Programs I Used:
Adobe Photoshop
Adobe Lightroom
Adobe Dimension
Adobe Substance
#ismellbs
Boy Smells
