BRIEF

In a landmark venture for North America, Dior, in partnership with Naloi Media Group, launched its first SAUVAGE Experiential pop-up in Toronto and Montreal from May 29th to June 18th, 2023. Featured venues included the Toronto Eaton Centre, CF Carrefour Laval, and Galeries d’Anjou. Designed to amplify the Sauvage product line and elevate Father’s Day sales, this pop-up combined immersive branding with interactive elements. Johnny Depp, representing SAUVAGE Elixir, took center stage in a digital commercial, doubling as a photo backdrop themed “What Drives You Wild.” The presence of brand ambassadors, Dior consultations, and tailored offerings, such as postcards and engraved bottles, further enriched the guest journey. This strategy culminated in Dior achieving sales targets, registering 23.5K product samplings, and a robust media campaign that yielded 250+ mentions and over 3.1M+ impressions.

STRATEGY

• Partner with high-traffic malls in Toronto and Montreal for three immersive olfactory installations.
• Execute a Toronto/Montreal media strategy, promoting pop-ups across online platforms and radio.
• Offer photo experience with INSTAX photo prints as keepsakes.
• Design olfactory installations inspired by the fragrance, inviting guests to explore the range of scents.

RESULTS

• Met sales targets at all three mall locations: Toronto Eaton Centre, CF Carrefour Laval, and Galeries d’Anjou.
• Recorded 23.5K product samplings across the installations.
• Garnered extensive media coverage: 234 sponsored radio hits (notably on 99.9 Virgin Radio and 107.3 Rouge FM), 17 paid social media mentions (on platforms like BlogTO and Narcity), and 3.1M+ total paid media impressions.