Armani Fragrances is getting social for the UNICEF Tap Project
26 March, 2010
A recently launched Facebook campaign for Acqua di Gio
supports World Water Week (March 21-26) and the UNICEF Tap Project, which provides clean water to developing nations. With the Facebook campaign, Armani Fragrances is the latest participant in a growing number of luxury brands to go online to connect with their customers. The Facebook campaign, built by interactive agency Blast Radius, promotes the Acqua di Gio fragrance
Armani Fragrances, like other luxury fragrance brands, has traditionally relied on mainstream advertising to drive consumers to department stores to purchase the product. However, with department store sales plummeting, this push marketing is no longer as effective as it once has. Long the stronghold of lower end brands, social media environments like Facebook are now drawing in luxury brands as a means of engaging with, listening to, and deepening a relationship with new and existing customers.
“We knew we wanted to do something different to reconnect with our customers, and our long-term support of causes like the UNICEF Tap Project provided the perfect catalyst to do so,” says Ava Huang, VP Marketing Armani, L’Oreal USA Inc. “We could support something we’re passionate about – clean water – and provide a fun way for our customers to interact with that cause, as well as with our brand, in a more lighthearted way.”
The campaign combines a number of social elements new to the luxury game with not only a branded Facebook fan page, but an interactive app. This app encourages users to “make a water wish”, which cascade down the screen as water droplets personalized with users’ photos and wishes. Users have the option to publish their water wish to their wall, to be shared virally among their network.
This app highlights the overall theme that “drop by drop” people can make a difference to the clean water cause. Putting their money where their mouth is, Armani Fragrances has pledged $1 to the UNICEF Tap Project for every fan that joins the Fan Page.
As the first step in a social media strategy, the results are impressive - the Acqua di Gio fan page has over 28,000 fans. About Blast Radius
Blast Radius is a strategic interactive agency focused on a new approach to marketing that advocates moving away from interruptive marketing and toward strategies that engage consumers and create open brands. With offices across Europe and North America, Blast Radius’ clients include Microsoft, Starbucks, EA, Nike, Nintendo, Nokia, and BMW. Blast Radius is a proud member of the Wunderman Network and WPP Group. Contact
+1 604-647-6544 email@example.com