Thierry Mugler: ANGEL Global digital & content strategy

THE BRIEF

Based on the new creative platform built around the film of Sølve Sundsbø, starring Georgia May Jagger, we aimed to rejuvenate Thierry Mugler’s ANGEL fragrance by exploring all its sensorial dimensions; by doing so, we aimed to increase e-commerce sales by increasing share-of-mind

THE STORY

We created a series of digital narratives around all senses of ANGEL: from food (promotion of an ‘ANGEL éclair’ cake created with Fauchon to the infiltration of booktubers).

Global coordination with ePR teams in key markets.

Creation of assets for main Thierry Mugler social networks (videos/motion design/photos), creation of dedicated editorial calendars.

CREDITS

Creative and strategic team: RE-UP

PR support: Elan-Edelman

Film production: Innihilo

2014

FORMATS

Social media assets (Facebook, Instagram, Twitter)

Film: “I yahoo’d myself”

Experiential activation