P&G Prestige: Smell My Neck

This case study describes a US campaign for P&G Prestige, an umbrella brand for the premium fragrances owned by P&G, which used online video to highlight how smell is linked to memory and emotions.

P&G Prestige: Smell My Neck

Jessica Perrin

Campaign Details

Brand: P&G PrestigeBrand Owner: Procter & GambleLead Agency: StarcomCountry: United StatesIndustry: Fragrances, perfumesChannels used: Content marketing, Mobile, Online display, Online video, Point-of-purchase, in-store, Search, Social media, Websites, micrositesBudget: Up to 500k

Executive Summary

The fragrance industry was lagging and one seemingly insurmountable hurdle stood in its way: the digital landscape. Why? Because you can't smell through a screen. Fragrance sales had been in decline for several years. While trials and free sampling are proven sales drivers in stores,...

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