Bath & Body Works asked Coexist to help with the brand's biggest fragrance launch of the year. It was time to do something different online. It was time to get online fans much more involved.
Opportunity
With "P.S. I Love You" being BBW’s flirtiest fragrance ever, the opportunity was ripe to create a new fragrance launch for the fan-favorite brand that would offer users a highly personal and customizable digital experience. Giving BBW customers control while inviting and rewarding participation online would ultimately inspire customers to share...and the "Share the Love" concept was born.
Execution
This campaign hit on many of the elements any contemporary launch should touch on. A microsite experience with a strong video piece pulled the customer into the experience while the share component allowed them to participate and interact with a community. Beyond the microsite experience, thoughtful pieces on BathandBodyWorks.com and inspired rich media advertising helped drive traffic. Much love to Razorfish for their brilliant media placement plan.
Results
Smiles, love and engagement.
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