Happy World of Gucci Flora Gorgeous Gardenia

Gucci’s first venture into perfume, a potpourri of choices, for once faces the challenges of a small brand. Breaking conventions of extravagant outdoor and paid media, Gucci instead used ‘interaction’ as a way to win hearts and minds. Creating a fun and whimsical world for the brand leveraging brand elements of Gardenia and a touch of Japanese animation, the campaign built a strategy of multi-platform & multi-sensory experience to elevate a fragrance campaign to one that also builds connection through touch, feel & see. Due to the in-depth engaging experience, Gucci Flora Gorgeous Gardenia DouYin Challenge ranked the first in the luxury goods category for two consecutive weeks (8.29-9.11), becoming the first brand to successfully execute a high-end perfume challenge and the first luxury comic sticker crossover. Omni-channel sales rose by 192%.