Ariana • thank u, next
LAUNCHING FRAGRANCE FOR THE MOST FOLLOWED WOMAN ON INSTAGRAM
THE BRIEF
Following our sell-out 2018 launch for her Cloud fragrance, the Ariana team came back to us to launch thank u, next - the latest iteration of the pop princess' perfume. Our task was to create an end-to-end launch campaign from an influencer campaign to an immersive activation for fans and tastemakers which would drive hype to reach sales KPIs. The guidance for our concept needed to reflect the mood from the iconic 'thank u, next' phenomenon.
WHAT WE DID
We honed in on the ‘thank u next’’s themes of empowerment & teen movie references by hosting the ultimate prom night party that harnessed the power of the fandom. The integrated launch campaign consisted of a pre-launch concert event, an #Arinator influencer programme and an immersive VIP and super-fan activation - combined we created a cultural moment that drove unprecedented engagement.
‘A fascinating insight into the future of product launches by next-gen creative agency The Digital Fairy… this is the ultimate celebrity activation!’
We set out to create a party which wasn’t about judgment, peer pressure or bullying but was a festival of individuality, joy, friendship and self-acceptance. As such, it provided a safe space for fans to live the song’s empowering messages and connect with each other in real life. The fully immersive event paid homage to the Mean Girls inspired “thank u, next” music video, walking fans through a curated teen party experience. The prom was designed to blend URL and IRL experiences for maximum impact, from a digital dancefloor and Air-Dropped discount codes to a positive-message Burn Book that was sent to Ariana after the party was over.
A star-studded guest list comprising of social, celebrity, and creative talent drove hype amongst mainstream press. The DJ lineup included the influential Bossy LDN, BBZLDN, PxssyPalace & OhAnnieOh, drinks were cocktails inspired by Ariana's aesthetic and all attendees left with a VIP goody bag. After the VIP event, it became open to public ticket-holders, key Arinators were invited and engaged to drive hype amongst the fan community with sneak peaks and exclusive content - 1,470 were snatched up in less than 12 hours of becoming available!
We designed the invites, social assets and the microsite, we produced and planned the VIP party and public event from start to finish. The results? 4M Influencer post & story impressions | 2507 Swipe ups driven from influencers & takeover | 186K Avg total organic post engagements | 39M+ Press circulation reach from 11 pieces of organic coverage in papers including the Evening Standard and Daily Mail | Ariana ‘thank u next’ was the most searched word on Boots.com the weekend following our activity
'Pose for prom pictures, add your own positive message to the Burn Book, and dance to Ari's hits on the dance floor – that's once you've doused yourself in samples, raided the buffet and got over that no-good ex of yours. The event doesn’t take place on Wednesday, but you know what to wear...'
'We are still not over the launch of @arianagrande’s thank u next'
