In addition to maps inspired by the brand’s new scents in the virtual world, the communication strategy also includes the presence of digital influencers.
Egeo, Boticário’s perfumery brand, has set out in the fortnite universe to launch its new Egeo Choc fragrances called Egeo Choc Mint and Egeo Choc Berry.
The campaign, created by Druid in partnership with Pixel Hunters and influencers Sharshock and Clebito, resulted in two creative maps with multiple functional challenges within the virtual world inspired by the brand’s new fragrances. In addition, the launch is also betting on other fronts in the digital environment.
On TikTok, the brand presented a film starring influencer and gamer Voltan, created by AlmapBBDO, in which she has to choose between two versions of herself and lives experiences inspired by the new smells of Egeo Choc.
Having an increasingly deeper and unique connection with our consumers is our priority here at Boticário; for this reason, we always place the needs and desires of our customers at the center of our strategy. Egeo is one of our brands that have a connection with Generation Z and the gamer universe. With that in mind, we prepared the launch of Egeo Choc Mint and Egeo Choc Berry with the concept of reinforcing the multiple versions of each one, creating new experiences for players within a platform they are already well known for, such as Fortnite. The idea is to bring even those who don’t play to experience this immersion in the game’s maps, making this whole experience fun and interactive, said Marcela De Masi, Director of Branding and Communication for O Boticário and Quem Disse, Berenice?.
With a 360 strategy, designed by the W3Haus agency, the promotion also includes a launch live, which takes place on January 12, at 8 pm, on Boticário’s Instagram profile, on Instagram and TikTok of influencers Manozzita and Vecollen, on YouTube from Voltan’s Sharshock and Twitch.
