Ralph Lauren

360i builds online buzz for fragrance
launch through digital word of mouth (DWOM®)

Challenge

In Spring 2008, Ralph Lauren launched Ralph Wild, a fruity fragrance aimed at young females ages 15—25. In order to most effectively target this audience, Ralph Lauren decided to devote most of their marketing & PR budget for the Ralph Wild launch to online marketing efforts.

To raise visibility of the brand and its online marketing investments, including a Facebook page and contests, Ralph Lauren turned to 360i to create buzz in the blogosphere about the launch.

Solution

360i rolled out a six-week campaign that began by compiling an extensive list of sites and blogs to engage in a dialogue about the fragrance launch. In addition, product samples were sent to select sites, resulting in reviews by influential fragrance, beauty, and fashion bloggers.

Coordinated contests and product giveaways on high profile sites such as Stylehive, Styledash, Bunnyshop, She Knows, and Seventeen Magazine served to further extend the buzz and excitement about the new fragrance, engaging consumers on a more personal level with the brand.

Results

• Over 2.7 million impressions generated through DWOM®
• Over 80% of placements included an image associated with the brand, e.g. a photo of the bottle
• Over 60% of placements linked back to RalphWild.com
• Product giveaway contests drove almost 10,000 entries