Shakira's new fragrance dazzles in Buenos Aires with Taggify
- Brand
- Shakira Fragances
- Country
- Argentina
- Agency
- Publicis
- Features
- 3
Shakira Fragrances needed to effectively launch its new fuchsia fragrance in Buenos Aires, targeting a specific audience to maximize engagement and drive foot traffic to retail locations. The challenge was to utilize outdoor advertising in a way that precisely reached women in strategic areas, enhancing brand visibility and supporting sales efforts.
The campaign leveraged Taggify's programmatic capabilities to strategically place advertisements on billboards, street furniture totems, and within shopping malls throughout Buenos Aires. By using precise audience segmentation, the ads were displayed at optimal times and locations, ensuring they reached the target demographic effectively. This approach maximized visibility and engagement, aligning with the brand's objective to drive foot traffic to nearby retail outlets.
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Audience segmentation: The DSP programmatic platform segmented the audience so that the ads would impact mainly women at the exact moment when they were walking in front of screens. In this way, the impressions were more accurate and efficient in terms of ROI.
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Point-of-Interest Buying: The brand sought to impact strategic locations in the Province of Buenos Aires and the Autonomous City of Buenos Aires. In Taggify's platform, the brand could choose the best locations near perfumeries, pharmacies, and drugstores; therefore, the brand took advantage of the potential of programmatic advertising to increase the influx of the public at the point of sale.
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Brand Strategy: With programmatic, the brand used videos with the singer's image and the product in the campaign creatives to create dynamic and immersive content. Thus, creativity drove the fragrance, which is a tribute to today's independent, free-spirited, and feminine woman.
As a result of this outdoor campaign, the brand achieved 329,009 impacts. In this way, the perfume was introduced in an innovative way in the Argentine market, leaving a lasting impression and achieving results.
- 329,009 impacts
Shakira's new fragrance dazzles in Buenos Aires with Taggify
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