Submitted by Tanke - Creative Influencer MarketingAgency IPI Score 16/100

BOSS x Notino International Influence Campaign

Influencer Marketing

Tanke ran an international influencer campaign for BOSS fragrances with distributor Notino across Czech Republic and Poland, delivering 42 content pieces and 13,7M total impressions.

42content pieces
4,1engagement rate
13,7Mtotal impressions
3Mtotal reach

Case in 60 seconds

The campaign was retailer led, so the objective was to boost the social media presence and awareness of distributor Notino rather than of BOSS itself, while still carrying a fragrance range across two separate markets.

The work appears to turn on exclusivity as the thing worth talking about, because a fragrance available only through one distributor gives creators a concrete reason to name the retailer alongside the brand rather than the brand alone.

Rather than a single launch push, the campaign was built as a sequence of content waves tied to retail and calendar moments, each one opening a different BOSS fragrance to the same audience.

Influencers from Czech Republic and Poland promoted BOSS Bottled Parfum, BOSS The Scent Magnetic and BOSS Bottled Pacific exclusively with Notino across waves covering Announcement, In-Store Event, Christmas, Livestreaming, Valentine's Day and Summer, with video including announcement stories from creators such as @vladimirpolivka1989.

Tanke reports a 4,1 % engagement rate, 13,7 M total impressions, 3 M total reach and 42 content pieces across the campaign, with no split published between the two markets or between the individual waves.

Strategy Breakdown

Fragrance cannot be demonstrated in video the way a product with a visible function can, so the campaign gave each wave a different fragrance to discover and a retail or seasonal occasion to sit inside rather than relying on product description alone.
BOSS supplied the range while Notino supplied the exclusive availability, and because the campaign was retailer led the brand acted as the reason for attention while the awareness gain was directed to the distributor.

Creative & Execution System

Assets & channels

  • livestreaming
  • stories
  • video

Partners

  • Tanke

Creator role

  • Influencers from Czech Republic and Poland

Results & Evidence

MetricValue
Content Pieces42 content pieces
Engagement Rate4,1 % ENGAGEMENT RATE
Total Impressions13,7M total impressions
Total Reach3M total reach

Why Tanke's strategy worked

  1. 1

    A retailer-led brief can be served by brand content when the product is exclusive to that retailer, because the exclusivity makes the distributor a necessary part of the message rather than a credit appended to it.

  2. 2

    Splitting one roster across six waves tied to retail and calendar moments spreads 42 content pieces over a long period, which suits an awareness objective better than concentrating the same volume in one burst.

  3. 3

    Casting in the markets where the distributor trades, in this case Czech Republic and Poland, keeps a fragrance campaign anchored to the territories where the exclusive availability actually applies.

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