BRIEF

Following the successful debut of J’adore Parfum d’Eau in 2022, Dior partnered with Naloi Media Group to showcase a Mother’s Day reintroduction at CF Sherway Gardens from May 4th to 7th and Bramalea City Centre from May 11th to 14th, 2023. The interactive pop-up featured brand ambassadors providing insights and ushering guests into an infinity mirrored room for photo opportunities. Interested attendees were directed to the Hudson’s Bay Dior counter for purchases and on-the-spot bottle personalization. Designed to leverage Mother’s Day and drive sales, the event drew notable attention, engaging 4.2K participants and amassing extensive media coverage, culminating in 2.7M+ impressions in collaboration with online outlets and radio stations.

STRATEGY

• Partnered with high-traffic malls for maximum visibility.
• Rolled out a media campaign on CHUM 104.5, 99.9 Virgin Radio, and blogTO.
• Offered an immersive photo opportunity with branded INSTAX snapshots.
• Prioritized fragrance sampling for product engagement.
• Enhanced the purchase experience with artists personalizing fragrance bottles.

RESULTS

• Engaged 4.2K guests across two events.
• Exceeded sales goals at both locations.
• Achieved 2.7M+ paid media impressions, notably through collaborations with CHUM 104.5, 99.9 Virgin Radio, and blogTO.