Proenza Schouler – Arizona Campaign

Challenge

Jack McCollough and Lazaro Hernandez created a fragrance as a hommage to the broad coast of Arizona. The scent stands for the cool, independent, casual, modern, intelligent woman. A large event was held in New York City for the product launch in February 2018. In addition to the event, the fragrance was promoted by 14 popular female influencers with a seeding-content campaign via Instagram Stories, Features and a Blogpost.

©sophievandaniels for Proenza Schouler

  © elenacarriere for Proenza Schouler

Campaign Idea

The first scent “Arizona” from the house of Proenza Schouler was launched during the event in New York. The diversity of Arizona’s landscape was mirrored not only in the fragrance but also within the decoration of the event. This led to different replicas of the scenery being constructed.

© carodaur für Proenza Schouler

Count

Caroline Daur and Elena Carriere were inspired by the Proenza Schoulder`s first scent right away when they attended the event in NYC. The two influencers were exclusively invited to the event. From this, beautiful content was created in the form of Instagram Features and Stories.

Other well-known faces from the areas of fashion and luxury, among others Swantje Sömmer (@offwhite.swan.) and Juliane Diesner (@styleshiver) promoted the fragrance via Instagram Stories and postings on their channels.

© offwhite.swan for Proenza Schouler

                                                      © elisaschenke for Proenza Schouler

10
Instagram
Posts

* Impressions
* Views
* Reach

13.553
Instagram
Likes

14
Instagram
Stories

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