Drive awareness and consideration for PHANTOM amongst 16-30 years old males with an innovative approach leveraging unique elements of PHANTOM.
Today, the generations that are shaping mainstream pop culture have embraced gaming so much that they are dubbed the “Gaming Generation” and according to the GWI, 73% of Belgians aged between 25-34 and 76% of Belgians aged between 16-24 consider gaming as their primary passtime.
Additionally, Paco Rabanne and PHANTOM’s values (inclusiveness, togetherness, eco-consciousness and set in a sci-fi theme) were perfect for the gaming
The brand wanted to make a statement through its motto #daretobedifferent;
the perfect way to genuinely talk to a subculture that fully embraces their inner character and isn’t afraid to be who they are while living their passion for gaming.
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A bespoke 2-month campaign pushing forward the “Embrace the #daretobedifferent gamer in you” messaging to position PHANTOM as an authentic part of the community. Furthermore, we created an inherently viral virtuous circle between the campaign and partnered Twitch influencers through the following pillars:
The campaign was a major success reaching over 688k unique Belgian gamers while generating over 180k engagements (26% engagement rate) on social media.
The gamified competition seeded 150% of the expected sample requests in only 3 weeks (on 2-month planned),
while the “Daily Bonus” rewards drove participants to come back 10 different days to the activation website on average (+42% on expected retention rate), and with the social sharing feature being responsible for more than 30% of the participants.
Our pioneering Twitch integration helped Paco Rabanne deeply engage with the gaming community and we generated over 730k views (>50% cheaper than buying Twitch pre-rolls) and 140k hours of watch time from partnered influencers featuring PHANTOM branding.
With a total of 1.1k Streaming Pack downloads, we created an influential tribe of Twitch streamers turning them, together with their audience, into PHANTOM superfans. And even 3 months later, some of them still proudly show the product on stream or use elements of the streaming pack.
The innovative digital customer activation for Paco Rabanne Benelux was a great success. We overperformed on all the KPIs, contributing to a blockbuster launch and leading the masculine fragrance category in terms of 2021 launches. Besides the great results Phantom got true customer engagement and a warm welcome due to the customized approach that resonated with the targeted Twitch community.
