Fragrance campaigns are often full of rich, sensory imagery and cues that aim to conjure a memory or paint a picture of its essence for those who yet to smell a scent. For the launch of the new DKNY Stories fragrance, DKNY is turning to technology to launch a dynamic campaign powered by augmented reality.
In partnership with Meitu's photo editing app BeautyPlus, DKNY is launching an exclusive filter for users' selfies. The branded filter specifically celebrates New York City due to the brand's roots, along with the #NYMADEME hashtag.
As Kathy Park, Meitu's general manager of business development, describes: "now is the time to move beyond traditional ad formats and focus on ‘retail-tainment’ strategies that allow brands to communicate with potential customers more interactively through unique and engaging content."
AR Fragrance Campaigns
'DKNY Stories' is Being Promoted on BeautyPlus with an Exclusive Filter
Trend Themes
1. AR Fragrance Campaigns - Using augmented reality in fragrance campaigns to create interactive and engaging content.
2. Branded Filters - Partnering with photo editing apps to create exclusive filters that promote brand identity and engage users.
3. Retail-tainment Strategies - Shifting towards interactive and entertaining approaches in advertising to effectively communicate with potential customers.
Industry Implications
1. Fragrance - Incorporating augmented reality and branded filters in fragrance campaigns to enhance consumer experience and engagement.
2. Technology - Developing innovative solutions in augmented reality and photo editing apps to enable interactive and immersive advertising experiences.
3. Marketing and Advertising - Exploring new methods such as retail-tainment strategies to create unique and engaging content that resonates with customers.