Coty-owned Philosophy is about to unveil the second phase in its three-phase digital-media campaign for its new Loveswept fragrance.
Phase one, now completed, involved creating a virtual visual wall of love notes. The new addition, breaking now, is a video series that shares the love stories of consumers. “Eleven couples sat down to tell us how they feel about love at first sight, their most romantic moments and other love topics,” said Jill Scalamandre, senior vice president of the Philosophy brand and Coty Prestige skin care. “Philosophy is a conversational brand that engages consumers in two-way dialogues through social platforms, videos, product reviews, home shopping and in-store events. We believe that digital and social is the new media and a new way to launch fragrance without print advertising, but by spreading real stories about love through social sharing. Our three-part digital campaign includes a social media ‘love notes’ contest to win a trip to Paris, real couples in love video series and user-generated content images for our digital adverting beginning in April.”
The first phase of the campaign boosted Philosophy’s Facebook likes by more than 30,000 in one month.
The third phase will involve crafting user-generated content for digital ads.