Raise brand awareness for the “La Vie est Belle” perfume by focusing on the two most important brand atributes for the client: happiness and femininity.
Native Solution Delivered by CN Spain
The client briefing was both so attractive and challenging that we decided to work with one of our most inspiring and successful collaborators: celebrity blogger and actress Blanca Suárez (an Almodovar girl and one of this generation’s most promising Spanish actresses, with more than 845k followers on Instagram).
Over a series of 4 posts, Blanca had to answer a simple, yet inspiring question: “What makes her happy?” The answer was a series consisting of pictures and audio-visual pieces that showed the 4 things that actually made her happy. One can appreciate Blanca’s personality and empathy with the audience in each one of the pieces.
+25k video views
Post 1: 14k UU
Post 2: 8k UU
Post 3: 8k UU
Post 4: 6k +115K likes on IG
Average Time Spent: 02:23 minutes +1,400 likes on FB +118k Reach of just one post
This action’s posts were highly successful, ranking among the top 5 most-viewed posts on Blanca Suárez’s blog over the last quarter of 2015. Furthermore, the visit duration time on the action’s posts is 54% greater than the average Vogue user visit time on blogs. This action also benefited Vogue with SEO, helping the blog that the actress has on Vogue.es to reach second place in Google searches with the terms “Blanca Suárez.”
Market coverage
Blanca Suárez, who is a top celebrity in Spain, tweeted live every step of the story to her 256k followers on Twitter and 845k in Instagram which played a major contribution to gain campaign coverage.
The most engaging post was the one starring Blanca and her dog, Pistacho. The story was widely covered on social media, and even by our media competitors, showing how the combination between Vogue’s strength and an influencer’s voice is a great formula to expand our reach and to gain relevance.
