Miu Miu - Perfume Launch
As part of my work coordinating OOH campaign launches, I helped execute an experiential campaign for a Miu Miu perfume launch in LA, working across internal and external teams to launch the interactive ad.
Insight: Gen Z buyers of Miu Miu products are looking for more and more ways to interact hands-on with the world around them, rather than through virtual experiences. Miu Miu can tap into this with their lean towards tactile/sensory marketing.
Strategy: Let consumers interact with their environment and engage with the scent itself through touch and scent, to extend Miu Miu's sensory-first approach.
Execution:
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Selected a high-impact OOH placement on Abbot Kinney to target young, stylish buyers on foot
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Worked with external vendors to produce scented tear-aways and attached them to the mural to be taken off by consumers
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Liaised across internal and external production teams, installation teams, and client to keep the rollout on schedule
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Managed on-site logistics throughout the campaign to ensure the site was active and replenished
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Tracked post-campaign performance via location analytics and mapping
