Coty Parfums / #IRISE

It’s not hard to get people talking about Beyoncé. But after launching 7 of her fragrances, COTY wanted the launch of her 8th perfume, RISE, to feel anything but stale.

Challenge

Make a well-known product line feel fresh and new among the Gen Y audience.

Solution

Tap into influential women to share their stories of ascent, prompting women of the Gen Y audience to start talking.

We started by engaging five female influencers, each with a different story to tell and a different social audience to activate. After filming their stories, we kicked off #IRISE, a month-long Instagram campaign aimed at telling and sharing inspiring stories of female ascent.

Each week starred a different influencer and her story; influencers ranged from ballet sensation, Misty Copeland, to motivational speaker, Gabrielle Bernstein. After sharing each story, we would collectively ask women to share their own stories for a chance to win a bottle of RISE, autographed by the Queen Bey herself.

To host the interactive experience, Narrative_ designed and built IRiseFor.com, which captured all content and conversation, and drove back to purchase.

Throughout the month, twenty winners were selected and announced on Beyonce’s and our influencer’s social channels, as well as on the microsite. We wrapped up the end of the campaign by choosing one grand prize winner who was awarded a custom RISE experience, complete with her own RISE video.

Results

Cultural Penetration

The MTV Act platform covered the campaign due to its uplifting, social good angle.

  • 150k
    social engagements.
  • 3k
    impressions across influencer channels and media coverage.
  • 1700
    total consumer submissions.