Gucci Bloom Artistic Interpretation Influencer Campaign
Influencer MarketingTanke asked influencers and artists to interpret the Gucci Bloom fragrance story through their own crafts for Gucci, and reports a followers reach of >612K.
Case in 60 seconds
Gucci was launching Gucci Bloom, the first fragrance in a four-part series conceived by Alessandro Michele, so the launch had to carry the house's celebration of the authenticity, vitality and diversity of women through a creative influencer campaign.
The campaign turns on artistic interpretation rather than product display, because a scent cannot travel through an image, so Tanke treated the campaign film, the product storytelling and the spring character of Bloom as material for creators to translate.
Tanke's creative team invited the selected influencers and artists to deliver their own artistic interpretation of the Gucci Bloom story, drawing on the campaign film, the storytelling around the product and the spring scent of the fragrance.
Tanke reports that 28 influencers produced >167 pieces of content, with each talent interpreting the Gucci Bloom story through photography, illustration, paper art, styling, painting, set design, floral composition or collage.
Tanke reports a followers reach of >612k, and the page states that the campaign won Gucci and Tanke the Grand Prix Stratégies du Luxe in the « dispositifs sur les médias sociaux » category.
Strategy Breakdown
Creative & Execution System
Creator role
- @virginie.morgand — creator
- @sarahbalhadere — creator
- @ninakolchitskaia — creator
- @musesuniform — creator
- @nastasiadusapin — creator
- @mariedoz — creator
- @liarochasparis — creator
- @yasmineodalisque — creator
- @dianedal_pra — creator
- @cloe.brgn — creator
- @annawandagogusey — creator
- @alicewietzel — creator
- @jefferson_fouquet — creator
- @__________madi_________ — creator
Results & Evidence
| Metric | Value |
|---|---|
| Followers Reach | 612K followers reach |
| Influencers | 28 influenceurs |
| Content Pieces Created | 167 contenus créés |
Why Tanke's strategy worked
- 1
Asking creators for an interpretation in their own craft rather than a product post gives a fragrance launch visual range, because photography, collage and floral composition each translate a scent in a different register.
- 2
Briefing every creator from the same campaign film and product storytelling keeps varied outputs tied to one brand narrative, so a wide spread of disciplines adds texture to the launch rather than diluting its message.
Results
2.4M
Reach
6.9M
Impressions
173K
Interactions