One of the biggest names in music, Ariana Grande, launched her first fragrance line to reach fans that are, honestly, difficult to reach based on legal limitations of advertising (A13-24). With the cluttered beauty space and the challenging hurdles of targeting, Ari by Ariana Grande wanted to create an integrated campaign that would stand out against competitors and reach an audience that, partly, cannot be targeted with media. 

 

We did extensive research to figure out what media platforms the parents of the younger side of this audience were consuming and what they were allowing their kids to partake in, while also taking a look at how the older part of this audience was interacting with media as well. To no surprise, this audience loved the newest things in technology.

 

Therefore, we created a trailblazing campaign, where Ariana Grande became the first celebrity with an emoji keyboard (yes, we launched before the Kardashian keyboard). That keyboard could be used on all IOS and Android devices and uniquely integrated into Snaps & Kik, where fans could have a text conversation with Ariana!

 

We partnered with the target audience's favorite film and television show, The Hunger Games: Mocking Jay Part 2 and The Vampire Diaries, to integrate Ari by Ariana Grande into the biggest movie premiere in the country and the most-watched show of her fans.

 

Also, we connected with StyleHaul, an influencer network, to drive further amplification of the campaign across Instagram, Facebook, Twitter, and Youtube.

 

The best part of the partnership was that the fragrance launched during the time that Ariana Grande's single, "Focus," was coming out. So, on the day of the single release, we took over YouTube's homepage with a gorgeous rich media unit and the single's video right under it to make fans aware that the fragrance was available to purchase.