Rabanne 1M x Genius
Rabanne 1Million and Genius expanded their collaboration into IRL spaces, celebrating the 50th anniversary of hip-hop. Genius hosted a music festival, the IQ/BBQ, that featured brand activations including the So Fresh, So Clean Shop: Presented By Rabanne 1 Million, where attendees enjoyed a sneaker-cleaning service and barber shape-ups.
The partnership includes the exclusive sponsorship, content promotions (pre-event, day of the event, and post-event), and high impact media.
Brand Objective
Drive awareness for Rabanne’s 1M fragrance and remind consumers to always feel fresh as they gear up for a night out with friends.
The Solution
The So Fresh, So Clean Shop offered guests free shape-ups, sneaker cleaning services and selfie mirror moments. The space was outfitted with Rabanne 1M fragrance bottles, and guests were offered a free spritz on their way out. In addition to the event, media and content activations also successfully raise awareness within the audience.
Campaign Highlights
The campaign delivered 37.4M impressions vs the 31.4M contracted
The Event Announcement Article Promotional Package garnered 567.9K impressions, exceeding the contracted goal by 42% and achieved an organic engagement rate across social platforms of 3.03% vs the 2.25% benchmark
The Homepage Takeovers generated 8.4M impressions in total, vs. 4.2M planned, driving additional bonus impressions for the brand
The Day Of Event Instagram Story Video Capture garnered a significant 651K impressions, along with amazing 501K of bonus impressions- resulting in a earned media value of $20K
Genius In-House Brand Lift Study
The brand content had a powerful impact on the participants, especially those in the exposed group, resulting in a significant and positive change in all measured brand attributes (confident, fearless, self-expressing, daring, flamboyant, empowering). This was evident as the campaign aligned well with Rabanne's fundamental brand values, creating a strong emotional connection and enhancing the perception of all brand values.