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PRADA
CLIENT
PRADA
TYPE OF CLIENT
FASHION/BEAUTY
CATEGORY
INFLUENCER STRATEGY, CREATIVE CONCEPT, MIXED REALITY, EXPERIENCE MARKETING.
BRIEF
As creative strategist for Prada's relaunch of the Candy fragrance pillar in collaboration with L'Oréal, my role was pivotal in devising a campaign strategy aimed at resonating with Gen Z and young Millennials. With the objective of modernizing the brand's communication while staying true to its audacious spirit, I spearheaded a campaign centered around a virtual face to represent the fragrance, tapping into the zeitgeist of virtual influencers and muses highly engaging with Gen Z audiences. The brief emphasized the need to leverage Prada Candy's legacy as a symbol of youthfulness and playfulness while embracing today's cultural shifts towards virtual experiences and iconoclasm.
RESULT
The strategic execution of the campaign led to remarkable outcomes, driving a 40 percent increase in sales for Prada Candy since the beginning of the year and surpassing the feminine market's growth by the end of August. This surge in performance underscores the fragrance's enduring relevance and its ability to captivate contemporary consumers. Through targeted activations on platforms intercepting Gen Z, including Twitch, Snapchat, and TikTok, the campaign successfully engaged the desired demographic, amplifying brand visibility and driving purchase intent. Furthermore, the collaboration with renowned talents such as French photographer Valentin Herfray and Danish director Nicolas Winding Refn elevated the campaign's artistic caliber, reinforcing Prada's commitment to innovation and creativity. Looking ahead, the campaign sets the stage for continued growth and expansion into key markets such as the U.K. and Germany, signaling a new chapter of success for the iconic Prada Candy fragrance collection.
