How do you reach the young female market and create standout in an already saturated fragrance market with a limited marketing budget?
When DKNY launched it’s latest fragrance, Golden Delicious they aimed to position the brand as the essential scent for 18-24 year old women. Audience research indicated that friendship and memories are extremely important to this demographic, so aligning the brand with the theme of friendship was key.
The idea behind this campaign was to align Golden Delicious with memorable moments of friendship, identified as a ‘Golden Moments’. After highlighting several examples of ‘Golden Moments’ through press advertorials in Look magazine, we called on the consumers to create their own. A simple facebook application was created where consumers could choose their best friends who are automatically entered into a competition to win trip to New York to create their own ‘Golden Moments’. When the consumer choose her friends, an update was posted to both the sender and receiver's news feed and their profile pictures are changed to a golden hue to compliment DKNY’s branding. By using facebook’s social graph the campaign’s viral reach exposed over 78K consumers to the brand.
