BRIEF

Dior commissioned Naloi Media Group to support the launch of the new J’adore Parfum d’Eau, the first patented alcohol-free, water-based fragrance of its kind, with an immersive olfactory installation inspired by the fragrance. We hosted three  events over 12 days, taking place at two key shopping malls in the GTA: Yorkdale Shopping Centre and Square One Shopping Centre. The installation was used to inform participants of the new product and create brand awareness to stimulate purchase.

Brand ambassadors (BA’s) encouraged guests to walk through the infinity mirror room to have their photo taken and printed. Upon exit, BAs provided guests with the printed photo to take home and share on social media. Those who purchased a bottle of “J’adore Parfum d’Eau,” were able to receive a custom bottle painting from our on-site artist. Dior counters exceeded the sales target, building a large new customer base. The events resulted in 15k guests sampled, 200 social posts, and over 4.1M earned and paid impressions.

STRATEGY

• Partner with high-traffic malls to host three immersive olfactory installations.
• Developed a media strategy to promote pop-ups – radio ads that ran on CHUM 104.5’s and 99.9 Virgin Radio.
• Partner with blogTO to create awareness and encourage visits.
• Create an immersive photo experience gifting guests a printed INSTAX photo with a custom Dior sticker frame.
• Drive trial with fragrance sampling.
• Invite on-site artists to custom paint purchased bottles generating personal connection with customers to the brand.

RESULTS

• 15K Guests Sampled over 3 events
• 1.8M+ Paid Impressions
• 200 Social Posts
• 2.3M+ Earned Impressions
• 4.4K+ Photos Taken