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L'Oréal

Prada Paradoxe

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Background 

As part of the launch of the new Prada Paradoxe fragrance, L’Oreal wanted to maximise reach to potential buyers, as well as generally driving awareness and buzz around the brand. It was also vitally important for the campaign to reflect the quality and prestige of the product.

Plan

With their creative copy - capturing “the essence of the undefinable and ever-evolving Prada woman” - fronted by actress Emma Watson, L'Oréal wanted to showcase this in big impactful environments and chose cinema as the perfect partner for this.

To effectively reach a predominantly female audience, the ad ran in the Bronze Spot in Don’t Worry Darling as well as a 16-34 women AGP, with titles including Elvis, Where the Crawdads Sing, Ticket to Paradise and The Woman King.

Results

The high-impact environment of cinema worked effectively, driving significant uplifts across key metrics:

+45%

increase in product awareness
+28%

uplift in consideration
+36%

improvement in brand perception
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