To raise awareness of Chloé’s three rose-scented fragrances coinciding with Mother’s Day, and engaging Benelux audiences.
What we did
We worked with the Chloé client based in Paris, to open the World’s first Social Florist and Insta-Window. Held at the ICI Paris XL stores in Amsterdam and Antwerp, consumers were able to step into the specifically designed shop window to create a beautiful Instagram photo with a ‘filter’ that changed in colour depending on which fragrance they picked (from soft-beige, to blush-pink or green).
Visitors then uploaded their picture to Instagram using the hashtag #ChloeShadesOfRose and received a Chloé rose, fragrance sample and a personalised Mother’s Day card printed from an Instagram printer
Due to the activation there was also an uplift in sales of the fragrance by 95%. At points throughout the activation, an image was uploaded to Instagram every minute using the hashtag. In total over 2,400 images were submitted during the few days with a total Instagram reach of 8 Million and additional Twitter impressions reaching 2.8 Million.