GuerlainLaunching Guerlain’s viral campaign with over 11 Million impressions, through the implementation of a viral campaign and growth hack

Subject:	Growth
Client:	Guerlain - LVMH
Industry:	Luxury Beauty
Services:	Social, Bloggers and Influencers

+11M
Impressions

Guerlain’s viral campaign visuals and assets

Context

Guerlain is a French beauty company, dedicating itself to creating the highest quality skincare, makeup, and fragrances since 1828. Historically tailored towards an older generation, the brand was looking to expand its customer age range, reaching younger consumers.

Objective

Our objective was to reach a younger audience, revamping Guerlain’s marketing approach to connect with millennials.

Strategy

To engage younger audiences around Guerlaine's "My Super Tips", we developed the " Daily Life Heroes" campaign, which incorporated an engaging and interactive design, and leveraged a viral mechanism through influencer’s platforms.

1. Strong Identity
Inspired by pop culture and superhero iconography, each product had graphic elements crafted around its color, to grab attention and drive curiosity. The interactive graphic elements of each product conveyed the product’s intended purpose to the user.
2. Influencer Campaign
By selecting a wide range of popular influencers and bloggers with different audiences, from a variety of countries and demographics, we were able to reach a large number of new users.
3. A Viral Mechanism
To leverage the campaign, we invited influencers and bloggers to share a teaser of the product before its launch. Upon the launch of the product a week later, each influencer had piqued the interest of their audience, maximizing organic conversions.

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Improvements

As a result of our “Daily Life Heroes” initiative and Guerlain’s viral campaign strategies, we successfully captured consumer attention, attracted press coverage, and broadcast the product collection across multiple media channels—resulting in over 11M impressions.

+11M
Impressions

Bold+Beyond has a deep understanding of the luxury industry and provides excellent customized solutions. Using creative forces, and instilling the appropriate strategy, Bold+Beyond always delivers positive solutions with efficient outcomes.
Isabelle Artus, Head of Content & Editorial