SOCIAL MEDIA STRATEGY

Impulse launched a new, portable body fragrance for teens under the brand promise ‘’inspire men and women to add a little romance to their lives anytime, anywhere’’.  For that, they asked Hippos to create an exciting communication strategy in order to generate awareness, encourage trial and establish brand loyalty.

We created the ‘’ROMANCE TWISTER’’ umbrella concept (from a product feature – the twisting cap) that served as inspiration for all materials. It conveyed the idea of adding a twist to the conventional romance and make it fun & cool again. So, we developed a delicious key visual highlighting the fragrances of the product.

We also created all the promotional materials (POSMs) to encourage trial.

Then we came up with an original social media concept ‘’MOOD FLIP’’, in which the 12 months of the year were characterized by a certain mood. This fitted perfectly with the constantly changing, moody and diverse attitude of teenagers.

Facebook Posts were given a fresh make-over and the website a responsive mobile version.

Finally we developed a special zodiac app that links the 12 zodiac signs (divided by earth, water, air & fire) to a specific perfume aroma (oriental, floral, fresh citrus & fresh). The users, after seeing a Facebook Add, enter the app and choose their sign. Then they discover which aroma suits them best & what magical predictions are in store for them.

Agency: HIPPOS

Client: Unilever