Carolina Herrera Drives Uplift Across The Funnel With A Multi-Format Strategy

To re-launch Carolina Herrera ‘Good Girl’ in Saudi, the brand released an exclusive, made for the region fragrance ‘Good Girl Midnight’. 

The aim of the campaign; to generate awareness and consideration of the product in Saudi. Taking inspiration from the region, the brand wanted to transcend the very essence of Good Girl with its iconic signature around Jasmin & Tonka to truly resonate locally. 

The creative concept ‘When the night falls, magic happens’ was instilled in all touch points from the creative executions to the look and feel of the product itself. To amplify the creative direction and build brand affinity, Carolina Herrera collaborated with mega influencer Nadine Njeim.

To bring the campaign to life on Snapchat, we took a multi-format approach. Leveraging the power of AR on Snapchat and keeping with the brand look & feel, Carolina Herrera was able to immerse Snapchatters in a magical and opulent golden world via a portal lens, heroing the product and wider campaign video creative featuring Nadine Njeim. By utilizing a combination of both Video solutions (Commercials & Snap Ads) and AR, the campaign drove impact across all key brand metrics. 

The results for the launch campaign in KSA was outstanding with the campaign reaching over 5.3M+ people, equating to 71% reach for Good Girl’s target audience. The AR Lens alone added an incremental 11% reach to the campaign and combined with video, both AR & Video drove +7 points lift across both brand favourability and action intent thus achieving the campaign’s objective of driving impact and consideration.