Background
Armani Fragrance wanted to bring attention to their Acqua For Life campaign with consumers through digital activation. At the heart of the campaign was the transformational impact on lives brought about by having safe and clean access to water. Armani needed to inform audiences about the challenge of water scarcity, as well as the global impact of Armani Fragrance’s work with Green Cross and UNICEF.
Action
Through social media, I identified and engaged influential bloggers in 10 active international regions take the #1dayon10litres challenge. The campaign was supported by online advertising and PR, videos, and impact stories centred on the human impact of the work, inviting consumers to donate to a future project.
Impact
- 26.9 million estimated impressions from 1,000+ Twitter mentions
- Over 15,000 views of the campaign film on YouTube and Facebook
- A rise in Facebook activity with 5,000 likes and over 500 shares of key posts
- Spike on Instagram, where images generated thousands of likes
