Bvlgari

To design a fragrance site is to translate the senses: unlocking the subtleties of scent and unraveling a rich, visual language as complex as its many layers.

Bvlgari asked us to develop a microsite and strategic marketing campaign for their Bvlgari Rose Essentielle fragrance collection with the goals of boosting awareness, establishing a solid email database and, ultimately, increasing online and in-store sales.

But how can something so intangible be successfully marketed online?

We started by launching a microsite as delicate and modern as the fragrance itself. Full of soft movement, it invokes a sensuality and femininity unique to Bvlgari Rose Essentielle. It allows users to request a free sample, download wallpapers and send a rose to a friend—gentle and alluring reminders.

Then we got people talking.

We developed a strategic online media plan driven by advertising banners, segmented email blasts, paid search and key fragrance community message boards. To further increase our reach, we then enlisted influential opinion leaders and bloggers to review the fragrance online.

The campaign and microsite exceeded database and traffic goals, helping Bvlgari realize a dramatic uplift in sales. Because of its success, Bvlgari has since then chosen createthe group to redesign its brand site, which launched in late 2009.