To celebrate Mother’s Day, we planned to launch the world’s first Insta-Window and Social Florist for Chloé. To spread awareness of the upcoming event we staged a Street Stunt in Amsterdam.
Chloé boys rode around the streets of Amsterdam on a custom bike handing out invites – three shades of rose (to represent the three Chloe fragrances) and samples of the Chloé fragrances.
The Chloé boys invited passers-by to exchange a rose for an Instagram post using #ChloeShadesofRose. Over 500 roses were handed out to a delighted public.
For this tease alone, #ChloeShadesofRose generated over 1.8 Million impressions and gained a reach of of over 1.6 Million in just 24 hours.
The Chloé boys invited passers-by to exchange a rose for an Instagram post using #ChloeShadesofRose. Over 500 roses were handed out to a delighted public.
For this tease alone, #ChloeShadesofRose generated over 1.8 Million impressions and gained a reach of of over 1.6 Million in just 24 hours.
The event
We worked with the Chloé client based in Paris, to open the World’s first Social Florist and Insta-Window. Held at the ICI Paris XL stores in Amsterdam and Antwerp, consumers were able to step into the specifically designed shop window to create a beautiful Instagram photo with a ‘filter’ that changed in colour depending on which fragrance they picked (from soft-beige, to blush-pink or green).
Visitors then uploaded their picture to Instagram using the hashtag #ChloeShadesOfRose and received a Chloé rose, fragrance sample and a personalised Mother’s Day card printed from an Instagram printer
Visitors then uploaded their picture to Instagram using the hashtag #ChloeShadesOfRose and received a Chloé rose, fragrance sample and a personalised Mother’s Day card printed from an Instagram printer
results
Due to the activation there was also an uplift in sales of the fragrance by 95%. At points throughout the activation, an image was uploaded to Instagram every minute using the hashtag. In total over 2,400 images were submitted during the few days with a total Instagram reach of 8 Million and additional Twitter impressions reaching 2.8 Million.