Campaign details
Brand: Gucci GuiltyBrand Owner: CotyLead Agency: MediaComContributing Agencies: RadiumOneCountry: GlobalIndustries: Fragrances, perfumesMedia Channels: Online display, Online video, Print - general, unspecified, Public relations, Social media, Television, Websites & microsites, Word of mouth, advocacyBudget: 5 - 10 million
Executive Summary
How do you reverse a five-year decline? By bringing the separate worlds of "dark" and "light" social media together for the first time. Gucci Guilty blurred the lines between dark (guilty) social and light (not guilty) social, stopping the decline and doubling market share....