DAVIDOFF PARFUMS

CREATIVE STRATEGY – CONTENT FACTORY – ADVOCACY

Challenges:
Elevate brand perception; rejuvenate target audiences and bring back to life the freshness revolution.

Insights:
Desire for long-form explanations and origins storytelling; disruptive KOLs making larger (male) audience enter the world of fragrances; for competitors, often a gap between the social media “écrin” and conversations.

The Creative Strategy:
A storyworld based on The Gentleman perfumer. Key concept for all content factories, activations (event / experiential…) and advocacy approaches.
For instance, we’ve used one of the TVC cue (the dragon) in order to engage with CGI creators. They then developed their own versions of the Davidoff world, reaching millions of young men and women who then discovered the brand.

Results:
Top 20 Most selling male fragrances in key countries. Growth acceleration in all key channels and sales. Davidoff Parfums considered as an internal best-in-class.