We had 4 days to come up with a digital campaign strategy for the brand Playboy Fragrances, targetting 14 to 18 y-os
(the Playboy Fragrances #generation clientele).
As a fourth-year school project, one of our teachers had us face a call for tender he worked on himself as a creative director at Publicis Modem. I worked as a creative director with my good friend Yves Do as a strategic planner and a team of 4.
A fine line had to be drawn between the outrageously sexy Playboy Magazine and the glamorous, high-end Playboy Fragrances was going for.
We quickly realized that none of these competitors really suited the needs of our audience. We were targetting Boys and girls aged 14 to 25, an audience that fit the #generation Playboy fragrance. Their values are an uncertain future that looks distant, alongside a certain sense of YOLO-ism.
So how could we offer an experience that would make them acknowledge our brand? How could we build brand preference, raise engagement and increase sales?
It doesn’t matter as long as you press to play.
Now that we had a well-defined idea, we thought about the environment of seduction at ages 14-18, and decided we would set our digital experience in a stylish, classy house party.
We realized we were basically planning the very first party in a web browser, and had to recreate the usual suspects of a party’s human interactions. We illustrated our ideas and concepts with the following screens. (Of course they're not definitive mockups, but they really helped the audience visualize our concept).
The Playboy Fragrances House Party digital experience had to be perceived as an actual ongoing, physical-world party by the users’ social media circles.
Now that we had a rather solid concept, we were going to make it a social. As in any actual, physical-world party, we had to thought out social interactions.
Facebook posts can be generated with integrated webcam photos of the users, in order for the party to be perceived as a real party from the outside. Users become ambassadors of the brand.
As in a real party, users are allowed at anytime to send tweets and brag to their friends about the great night they’re having.
Tweets, shared photos on Facebook, Tumblr and Instagram. Positive perception of the brand. Traffic, raise in subscribers, sales conversion.
It's not the door you're using
It's the way you're walking through it.