YSL Black Opium

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Title

YSL Black Opium

Advertiser:

L'Oréal

Year:

2016

Source:

Kinetic

Product Category:

Consumer Packaged Goods, Health / Beauty / Personal Care

OOH Format:

Digital, Indoor

Country:

United Kingdom

Objective:

Driving trial and increasing purchase intent of YSL Black Opium by engaging female millennials into a modern, edgy experience that really ‘Rocked.’

Target Group:

Female Millennials.

Strategy and Media Used:

At the heart of both Victoria Station and Westfield London, whose digital screens and panels continuously ran Black Opium’s spot, Kinetic installed electric, neon pop-up tunnels through which the audience could trial the fragrance and participate in free makeovers to create their glam rock look. Using photo booths, participants were then able to share their selfies across the screens in the station or shopping mall as well as on social media adding #RockYourSelfie, which automatically entered them into a prize draw to win Black Opium samples.

Results:

The activation generated record consumer engagement and amplification with over 860K selfies taken – driving product trial via sampling and make-up touch-ups. #RockYourSelfiegenerated lots of buzz via influencer coverage and commuter posts, and has since been shared as a YSL best practice case with other markets.