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."