For the launch of Lancôme’s new perfume, Idôle, the brand asked WOÔ to imagine an inspiring and creative digital campaign with the following objectives:
- Reach a younger urban target audience (18-30 years)
- Create a modern brand image around this product
- Capture the key values of the product - ambition and positivity
- Maximize visibility, notoriety and credibility
To do this, WOÔ decided to create 5 digital films, in a modern and unexpected style (out of character for the brand), as well as an influencer content creation strategy to gain maximum visibility with the target audience.
For the 5 digital films and a longer mash up film, WOÔ collaborated with a refreshing cast of young, ambitious and successful woman.
Karidja Touré: Actress
Lisa Gachet: Fashion designer/Entrepreneur
Sakina Karchaoui: Professional football player
Flamme de Pigalle: Artist
The film takes place in a futuristic/underground location where the 5 women hack into “the system” to then spread a positive and inspiring message from the rooftop. This message is for all young women who are aspiring to do big things and daring to dream big for the future.
The films brought these 5 future idols of their generation into the spotlight, highlighting their different talents, but reuniting them around one key product and message.
WOÔ then activated a selection of top social influencers who represent these values in order to reinterpret the key visual of the campaign. The perfume held proudly up to the sky, a symbol for a future generation
Content: 27 Instagram posts and 168 Instagram stories
Engagement: 403,7K (comments and likes)
Engagement rate: 11%