Hands hold blue and red Ralph Lauren Fragrances bottles under "PREP TOGETHER"; two men hold bottles in a living room
Submitted by Digital Voices

Ralph Lauren Fragrances Influencer Campaign

Digital Voices ran a creator campaign for Ralph Lauren Fragrances across three territories that reported a 7.3% engagement rate against a 3% guarantee.

21creators
7.3%engagement rate
115,100+engagements
1,500,000impressions

Case in 60 seconds

Ralph Lauren Fragrances wanted to reach audiences across several territories and establish the brand's relevance within the sports world, which was difficult because the brand's heritage sits in classic fashion rather than sport.

The campaign appears to turn on the reading that guaranteed engagement rewards casting for audience fit rather than audience size, because creators who genuinely sit across luxury and sport produce content their followers respond to instead of scroll past.

Digital Voices states the campaign mixed the classic world of Ralph Lauren with the world of sports, using cinematic, unfiltered adventure as the content focus so the fragrance sat inside creators' everyday activity rather than beside it.

Twenty-one creators posted on Instagram and TikTok across the United States, the United Kingdom and Spain, timed to key sporting events including the Super Bowl, showing the fragrances from tennis courts to mountaintops and in one case while skydiving.

Digital Voices reports 115,100+ engagements, described on the page as 337% over guarantee, alongside 1,500,000 impressions and a 7.3% engagement rate against a 3% guarantee.

Strategy Breakdown

Audiences across the globe, with the campaign aimed at cementing the brand's legacy and relevance within the sports world.
Ralph Lauren's classic register and the world of sport sit apart, so the page's framing of mixing the two reads as an attempt to earn a place in sporting conversation rather than to assert one.
Fragrance cannot be demonstrated on camera, which suggests why the content was built around visible activity, from tennis courts to mountaintops to skydiving, rather than around the product itself.
Based on the available evidence, the fragrance was positioned as something that enhances creators' everyday adventures, which puts the brand alongside the activity rather than at the centre of the frame.
The shift to a guaranteed engagement rate rather than impressions suggests the agency treated a visible audience response as the better signal of fit, because an impression counts exposure while an engagement counts a decision.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Digital Voices

Creator role

  • 21 creators

Results & Evidence

MetricValue
Creators21 creators
Engagement Rate7.3% engagement rate (vs. 3% guarantee)
Engagements115,100+ engagements (337% over guarantee)
Impressions1,500,000 impressions

Why Digital Voices' strategy worked

  1. 1

    Trading an impressions guarantee for an engagement guarantee changes who gets cast, because the threshold forces selection on audience response rather than reach, and Digital Voices reports the delivered rate of 7.3% against a 3% guarantee.

  2. 2

    Attaching a heritage fashion brand to a category it does not own works better through creators' own activity than through borrowed imagery, because content shot on tennis courts and mountaintops carries the association without the brand having to claim it.

  3. 3

    Anchoring creator posting to fixed cultural moments such as the Super Bowl gives a fragrance campaign a reason to appear in feeds on a given day, which suggests the calendar did work that the product story alone would not.

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