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

Gucci Bloom: campagne créative d'influence pour le lancement du parfum

Influencer Marketing

Tanke built a creative influence campaign for the Gucci Bloom fragrance launch, working with 28 influenceurs whose content reached more than 612k followers.

167content pieces
167contenus créés
612kfollowers reach
28influencers

Case in 60 seconds

Gucci was launching Bloom, the first of four fragrances imagined by Alessandro Michele, and challenged Tanke to build a creative influence campaign around a product whose story was already carried by a campaign film.

The campaign appears to turn on the fragrance already carrying a narrative about authenticity, vitality and diversity, so asking each creator to interpret that story in her own medium let the product brief read as an artistic commission rather than a paid post.

Tanke's creative team asked the influenceuses and artists chosen for the campaign to deliver an artistic interpretation of the fragrance's story, drawn from the campaign film, the product storytelling and the spring scent of Bloom.

Twenty eight influenceurs produced work in their own disciplines, with the page naming photography, illustration, paper art, styling, painting, set design, floral composition and collage, and crediting fourteen contributors by Instagram handle.

Tanke reports 28 influenceurs, more than 167 contenus créés and more than 612 k followers reach, and states that the work won Gucci and Tanke the Grand Prix Stratégies du Luxe in the social media devices category.

Strategy Breakdown

Fragrance cannot be shown, so a launch has to be carried by imagery standing in for scent, and the page shows Tanke answering that with interpretive work across photography, illustration, paper art, painting and floral composition rather than with product shots.
Gucci supplied the story and the campaign film, and the brand's role reads as commissioning party to a set of artists, with Alessandro Michele's authorship of the four part fragrance series named on the page as the origin of the material each creator worked from.

Creative & Execution System

Assets & channels

  • Instagram
  • collage
  • floral composition
  • illustration
  • painting
  • paper art
  • photography
  • set design
  • styling

Partners

  • Tanke

Creator role

  • __________madi_________ — creator
  • alicewietzel — creator
  • annawandagogusey — creator
  • cloe.brgn — creator
  • dianedal_pra — creator
  • jefferson_fouquet — creator
  • liarochasparis — creator
  • mariedoz — creator
  • musesuniform — creator
  • nastasiadusapin — creator
  • ninakolchitskaia — creator
  • sarahbalhadere — creator
  • virginie.morgand — creator
  • yasmineodalisque — creator
  • 28 influencers
  • 28 influenceurs
  • artists and influencers chosen for this campaign
  • influenceuses et artistes

Results & Evidence

MetricValue
Content Pieces>167 content pieces
Contenus CrééS>167 contenus créés
Followers Reach>612k followers reach
Influencers28 influencers
Influenceurs28 influenceurs

Why Tanke's strategy worked

  1. 1

    Casting across disciplines rather than across follower tiers gives a single fragrance story many visual forms, which is how 28 influenceurs produced more than 167 contenus créés without the outputs repeating each other.

  2. 2

    Briefing an interpretation rather than a message lets each creator work in the medium her audience already knows her for, so the brand story arrives inside existing creative practice rather than beside it.

  3. 3

    An awards win recorded on the agency's own page shows the work was published and judged by an outside body, which is a different kind of evidence from independent confirmation of the reach and content figures.

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