Publicis · Shakira Fragances · Argentina
Shakira's new fragrance dazzles in Buenos Aires with Taggify
The campaign used Taggify's programmatic tools to advertise on billboards, street furniture, totems and shopping malls in Buenos Aires.
Partners
The brand, owned by fashion and perfumery company Puig, advertised fuchsia, its new fragrance, for a month outdoors.
THE CHALLENGE
Shakira perfumes had to launch its new fuchsia fragrance in outdoor advertising in Buenos Aires. To achieve this goal, they partnered with Publicis Groupe Agency and used the advanced functionalities of Taggify's Full-Stack platform.
THE SOLUTION
- 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.
- 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.
- 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.
