Escada to the final of Aller Best 2017

Targeting a young audience

EMH contacted Aller Media directly and Linn Aukland, KAM at Aller Media, was tasked with attracting new consumers to the product by giving the launch of the anniversary perfume extra attention.

- We immediately thought that the Topp universe would be a perfect match with the product, as this is where girls between 15 and 25 years old are. To get a high level of engagement with the target audience, an episode of the Topptube series "In his head" was dedicated to the launch of Escada Fiesta Carioca with a competition. The rules were simple: tag a friend on Instagram and be entered into a draw for 10 bottles of Escada Fiesta Carioca perfume.

Read more about Aller Best 2017 here

- "The target audience responded extremely quickly, with almost half of all registrations occurring within the first two hours. When the winners were announced on Instagram, it was great to see the ecstatic response from the winners and the congratulations they received from everyone else," says Linn Aukland.

Amazing results

Accumulated for the month of May, Escada saw a double-digit sales growth compared to the previous year and the summer fragrance topped the list of over-the-counter sales in EMH's largest chain for three months in a row. The campaign was a huge success and Victoria Byhring Eragdy, Senior Brand Manager at Engelschiøn Marwell Hauge (EMH) has seen fantastic results.

- We are very happy that all three elements were included in the campaign, as we are also very dependent on being brand-building, as the brand is premium/high end," says Byhring Eregdy in EMH.

The winner of Aller Best 2017 will be announced at a party and awards ceremony in February 2018 - and the prize is a trip to CANNES LIONS 2018. The deadline for submitting cases to Aller Best 2017 for the third quarter is Friday, October 13, 2017.

See the case film here: