Giorgio Armani

After lackluster sales from a TV campaign executed by their traditional agency, Giorgio Armani wanted new ways to market their newest fragrance, Idole d’Armani. Utilizing social media marketing, we developed an ad campaign that would reach brand loyalists on Facebook, Twitter and blogs. Playing off of the fact that the fragrance is Giorgio Armani’s tribute to femininity and to women everywhere, I came up with the overarching campaign idea, Mia Idole. This rich branded experience will live on Facebook and will let men and women pay tribute to the female idols in their lives. Consumers who submit their story will receive a free sample of Idole d’Armani, thus driving them to purchase the fragrance. This campaign is currently in development and will run during the 2009 holiday season.