#FollowMyScent: the launch of Costa Brazil's fragrance AROMA through a 360° integrated marketing journey.

MG Empower

Client: Costa Brazil

The emotional and nostalgic connection evoked by fragrances is one of the main criteria considered by consumers when selecting their favourite perfumes. Aiming to immerse audiences in a sensorial journey, Costa Brazil launched its first-ever fragrance AROMA through the four-phase campaign #FollowMyScent, developed to raise awareness to the product while also offering an experiential 360° journey for target audiences to immerse in its universe.

By connecting multichannel influencer marketing and amplification, a livestream shopping, an in-person pop-up activation in New York and an immersive installation in Cannes during the world's most iconic film festival, the brand founded by the Creative Director Francisco Costa linked different consumer touch points and captured the sensory awakening given by AROMA. On top of that, the strategy supported engagement and educated consumers about Costa Brazil's approach to luxury beauty - focused on sustainability and in-depth connection with nature, positioning the brand as a key player in the industry and setting it apart by highlighting its positive impact on people and the earth. Incorporated marketing mechanisms encouraged UGC, conversion and retention at scale, with sales target being overachieved in 55% and impressions over-delivered in 5% - reaching over 6 million people. In addition to the assertive results and an EMV (Earned Media Value) of over $78 thousand - mainly generated by IRL activations in hotspots like Cannes and New York - AROMA's launch strategy reinforced Costa Brazil's portfolio sophistication, with unparalleled authority building and appealing product consideration.