CHALLENGE
With the launch of AKOWA, M Micallef wanted to use this as an opportunity to both raise awareness of their boutiques located in the UAE and build the boutique’s social media reach, targeting countries within the GCC.
SOLUTION
In order to raise awareness of the new fragrances and boutiques, we collaborated with local online influencers who had up to one million followers on Instagram. Using their celebrity, we were able to spread awareness of the M Micallef brand, and encourage their fans to visit boutiques to experience the new AKOWA fragrance.
EXECUTION
INFLUENCER CAMPAIGN
We produced a brief 30-second video, featuring dark colours, and short clips to illustrate the mystery of the parfum. This 30-second video was showcased in a compact video brochure, that featured the video on one side, and a description of the AKOWA perfume, the official hashtag, Boutique M Micallef’s social media links and when it would be launching at UAE boutiques. These video brochures, along with the AKOWA fragrance for men, and a bonus women’s fragrance were sent out to ten influencers throughout the GCC and in turn shared online with their large social media audiences.
MICROSITE
The 30 second video was used as digital advertising material on Facebook and Instagram. A modified version was created for YouTube, inviting viewers to win a personalized bottle of the AKOWA fragrance. Audiences were able to click on the YouTube advertisement and directly access an AKOWA microsite to input their contact information, for a chance to win.
VIDEOSHOOT
Interviewing the co-founders of M Micallef, we created two video highlighting both the design of the bottle (featuring designer Martine Micallef) and the scent of the fragrance itself (featuring scent designer Geoffrey Nejman).
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Agency: DXBEE Media
Client: Boutique M Micallef
Digital Strategist: Dominique Bennett Bouchard
Photographer/ Videographer / Post-Production: Hassam Tariq
Web Design: Nathan Gao
