Luxurious perfumier Creed, with the assistance of company Pink Ant, teamed up with collectible toy model Robbi to develop a branded, scented toy that fused digital and bodily experiences. The mission engaged younger audiences and helped generate record-breaking gross sales for Creed.
The Concept
Creed confronted intense competitors in the course of the Chinese language New Yr procuring season and wished to create one thing particular to excite present clients and appeal to a brand new, younger, beauty-conscious viewers. The model’s major targets have been to generate social buzz, have interaction with the model and bolster product gross sales.
The model tapped Pink Ant, a commerce-focused advertising company, to assist develop a artistic idea that will allow Creed to realize its targets.
The Technique
Amongst millennial and gen Z-aged customers in China, the collectible toy market is rising, creating a chance for Creed to capitalize on this curiosity.
So Creed and Pink Ant collaborated with Robbi, a collectible artwork object maker. Collectively, they launched a branded, perfume-scented Robbi artwork toy that straddled the bodily and digital worlds. It featured a floral print designed by artist Laura Cheung and included Creed’s standard Silver Mountain Water perfume. An embedded chip accessible to collectors who scanned the figurine’s left foot would reveal the toy’s distinctive quantity, rendering it a highly-desirable NFT-like collectible.
The Robbi toys have been made obtainable for buy in markets throughout China, France, the US, the UK and Canada through Creed’s Tmall retailer and Robbi’s Poizon and Pink shops. Poizon unveiled the primary cohort of limited-edition objects to advertise the launch, which helped to generate curiosity amongst gen Z audiences particularly. Video company Carbon additionally helped to develop artistic work for the marketing campaign.
The collaboration gained important traction, thanks largely to endorsements and curiosity from key influencers, which helped to generate thousands and thousands of impressions on social media. The Robbi toy was prominently displayed in retail shops in London and New York.
The Outcomes
The collaboration between Creed and Robbi surpassed expectations. The marketing campaign achieved over 117m impressions, with 890,000 engagements. Key opinion leaders and influencers contributed to the success, producing over 42m impressions via their posts.
Because of the hype, the limited-edition toys bought out shortly. To make the most of the momentum, Creed launched 12 further items of content material tied to the Robbi collaboration, which collectively gained greater than 1,000,000 impressions.
What’s extra, the marketing campaign garnered important media protection in famend publications, together with Cosmopolitan, Vogue Enterprise, WWD and others. Probably the most important achievement was the appreciable spike in income for Creed in comparison with the earlier 12 months. Plus, the collaboration attracted ongoing curiosity within the reseller market, proving its continued worth.
This marketing campaign gained at The Drum Awards for Advertising and marketing APAC 2023. Discover out extra about The Drum’s Global Awards program or head to our case studies hub to learn extra award-winning tales.
