Marc Jacobs and Pinterest rolled out a personalized fragrance finder through the social media company's platform as part of a holiday campaign. The Coty-owned brand aims to help consumers find their ideal fragrance gift with the new tool.
Pinterest helped the fragrance company establish an interactive campaign to guide users through questions about the person they are buying for, such as who the recipient is and which statement best describes them. After responding to the questionnaire, users are presented with one of six Marc Jacobs fragrances. They are then directed to the Boots website to purchase the chosen fragrance.
The fragrance finder is also visible through promoted pins based on searches, including gifting, Christmas, perfume, and fragrance via Pinterest.
Personalized Digital Holiday Fragrances
Marc Jacobs and Pinterest Developed a Holiday Campaign
Trend Themes
1. Personalized Fragrance Finders - Developing digital tools that help people find customized fragrances for themselves or as gifts.
2. Interactive Campaigns for Social Media Platforms - Creating interactive and engaging campaigns for social media platforms to promote products and services to a wider audience.
3. Promoted Pins Based on Searches - Using promoted pins to target customers who are searching for particular products or services on social media platforms.
Industry Implications
1. Fragrance Industry - Innovating in the fragrance industry to give customers a more personalized and engaging experience when shopping for fragrances.
2. Retail Industry - Developing digital tools and interactive campaigns to enhance the online shopping experience and increase sales for retailers.
3. Social Media Industry - Expanding the use of social media platforms beyond advertising by partnering with brands to create interactive campaigns and tools for users.