For the launch of Cerruti 1881 VIVO Elixir in France, YKONE is supporting the brand in introducing its fragrance to a new generation of consumers. From influencer marketing to an immersive launch experience, the campaign brings the bold identity of VIVO Elixir to different touchpoints, with a clear ambition: to turn attention into desire, and desire into action.
YKONE activated a selection of creators to drive awareness and performance through original content. Three creative territories shaped the campaign: institutional formats introducing the fragrance’s universe, aspirational content building desire, and trend-led formats designed to maximise engagement. The campaign then moved from organic posting to a two-phase paid media strategy. The first phase focused on awareness, amplifying creator assets over two weeks to extend their reach. The second shifted towards traffic, retargeting audiences who had interacted with the first wave and directing them to the product page.
For the launch event, YKONE designed an immersive experience in Paris, translating the VIVO Elixir universe into a bold blue setting, a live DJ set and a series of engaging experiences. Guests discovered the fragrance through an intimate masterclass led by the brand’s perfumer, a bottle engraving workshop and a dedicated photocall, alongside two playful experiences: “Break the Code” and a sensory game inspired by the fragrance pyramid.
By combining digital influence with a physical brand experience, the campaign created multiple opportunities for audiences to discover and engage with VIVO Elixir, extending the launch across both online and offline touchpoints.
Artistic Direction & Creative Guidelines, Influencer Booking & Casting, Campaign Management & Reporting, Media Amplification Strategy, Event Production, Content Production
Paris, France
The Results
25 social icons | 39 posts | 44.1M impressions | 16.1M reach | 51K interactions | x12,9 ROI
