Creative PR-campaign for Mugler

Главное о кейсе

Bloggers were amazed by the received invitations. 95 % of them published stories and posts with the AURA box as a sign of appreciation.

— 2 publications of one blogger instead of 1;
— 50 stylish UGC;
— 200 00 of the views in stories;
— 20 000 likes;
— 7% average ER publication;
— loyal community of influencers;
— incredible experience of meditation while creating the invitations.

Бизнес-задача и ее решение

Aim:
To double the bloggers’ KPI. On this condition the blogger has to do not one, but two publications mentioning Mugler brand.

Solution:
We were inspired by the identity of the perfume, therefore we decided to overcome digital frames and try our best in BTL.
We sent branded black boxes AURA Mugler to the bloggers, inside of which they could find real leaves (pistoche, ruscus), green lights and an envelope with a personal address, perfumed with AURA.
An invitation was created following the unpacking trend – bloggers often record stories about unpacking their boxes with presents from the brands, this is why the chosen concept of invitations could become a reason for new publications.
Circulation: 50 boxes with invitations
Realisation: we did not hire BTL because we wanted to go through this experience ourselves. Around 50 of our workers left their computers in order to participate in the boxes’ preparation. All R:TA office was full of green leaves, it was a wonderful time!

Прочая информация о кейсе

Creating personalized invitations for the bloggers to the private presentation of AURA perfume by Mugler perfume house.