Multi-Channel Awareness Campaign Experiential Activation,
Specialty Product Packaging,
Influencer Marketin
SMS Campaign
#ismellbs
Boy Smells
Personal Contributions:
Art Direction
Concepting
Strategy
PR Package Design
SMS Copy
Experiential Rendering
Photo Editing
Collaborators:
Wisdom Warner
Problem
Boy Smells has fallen out of the mainstream spotlight that they had the first few years after launching. When the cheeky company entered the fragrance scene they shook up the market standards by coining themselves as a “genderfull” brand that breaks the binary and blends the “masculine” and “feminine” fragrances. That along with their unique high-concept high-design visual packaging, they were able to stand out amongst the rest.
Since then, their brand niche and design style has been infiltrated by the new and they no longer have their edge within their community.
Insight
It’s easier for a brand to stand out and encourage consumers to take notice when its’ standing alone.
Solution
We’re putting Boy Smells right in front where everyone can see- whether in store, on the street, or digitally with the multi-channel #ismellbs campaign.
The timeline of this campaign is based around the 4 major Fashion Weeks around the world. We are going for the consumers that are immersed in culture and posses a similar bold personality as the brand.
Influencer Marketing
By distributing PR Boxes Mid-Late August to key influences to highlight on their socials, we will be able to re-familiarize our target market with the Boy Smells look and overall brand as we lead in to our main activation.
We designed the box to align with the seductive fantasy themed campaigns found with recent releases. The visuals are intended to be conversational and "instagramm-able" to help encourage recipients to share the buzz of Boy Smells online.
Inside they will find the 'Vanilla Era' candle and perfume scent that is accompanied by a vanilla scented bathbomb we created as a special touch.
Before
Product photos for PR box shot by Wisdom Warner, directed & edited in Adobe Photoshop by me
After
A deeply rooted belief of Boy Smells is that 'scent is a sacred and intimate part of your daily ritual, so it is important that the one you choose connected to all of you'.
Their products can be purchased on their website or through very few retailers- making it difficult for consumers to try before they buy. We're offering a unique fix for that: a pop-up interactive activation where potential customers can find the scent that speaks to them most and purchase on the spot.
Pop-Up Experience
"Scent Speed Dating"
The activation is unveilied a day before the start of fashion week in New York, London, LA, and Paris- where we know our people will be.
The design of the activation is inspired by Boy Smell's viral tester kit and is scaled large enough to be sure to grab attention.
In this one experience, consumers are able to interact with the brand in-person, sample the product, sign up for our SMS marketing, and walk away with a limited-edition specialty package for the perfume designed specifically for each location.
How it Works
Once you've approached the front of the box you'll find a set of instructions that read:
"Scan the QR code to start your journey into unlocking your personal scent, bringing your individuality to the surface of your skin"
The QR code opens to a window that instructs you to put in your phone number to recieve the barcode that unlocks the scent locker [and also signs you up for our SMS messaging].
You are then able to unlock each of the scent lockers- allowing you to find the fragrance for you.
After you have sampled all of the scents, walk around to screen on the side of the kiosk to purchase your fragrance in specialty package only available at the activation and wait for your new signature smell to be dispensed.
Specialty Packaging
New York Bottle
Paris Box
Specialty Packaging for Activation Product
New York Bottle
Paris Box
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messing at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience Sign Up
Once signed up at the kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
Problem:
Boy Smells has fallen out of the mainstream spotlight that they had the first few years after launching. When the cheeky company entered the fragrence scene they shook up the market standards by coining themselves as a “genderfull” brand that breaks the binary and blends the “masculine” and “feminine” fragrences. That along with their unique high-concept high-design visual packaging, they were able to stand out amongst the rest.
Since then, their brand niche and design style has been infiltrated by the new and they no longer have their edge within their community.
Insight:
It’s easier for a brand to stand out and encourage consumers to take notice when its’ standing alone.
Solution:
We’re putting Boy Smells right in front where everyone can see- whether in store, on the street, or digitally with the multi-channel #ismellbs campaign.
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messaging at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience Sign Up
Once signed up at the kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code as an incentive for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
Programs I Used:
Adobe Photoshop
Adobe Lightroom
Adobe Dimension
Adobe Substance
#ismellbs
Boy Smells
