Breaking the Traditional Fragrance Launch Mold
Ralph Lauren Fragrances partnered with Kaplow to break the traditional fragrance launch mold by introducing a disruptive and modern digital-first campaign that brought hundreds of media, influencers and consumers from around the world together to celebrate the brand’s biggest global launch to date.
835M+
Impressions
40+
Broadcast and digital media placements
130+
Pieces of social content
A star-studded cast made Ralph Lauren Fragrances the star of the scroll
Seeking to capture a new modern consumer, Ralph Lauren Fragrances embarked on a new era with the introduction of Ralph’s Club Eau de Parfum. The brand identified a diverse roster of leading voices that embodied the essence of the fragrance, including Luka Sabbat, Gigi Hadid, Lucky Blue Smith and Fai Khadra.
Through a 360-degree, digital-first approach, Kaplow leveraged the power of this star-studded cast and tapped into its 88M+ collective global following to reclaim relevancy with the next generation. We launched a digitally disruptive, fully branded experience to introduce the world of “Ralph’s Club” to key media, influencers and industry tastemakers across more than ten global markets. The immersive event brought the elevated yet inclusive spirit of the fragrance to life in an authentic and magical way. The branded experience was amplified by an elevated product unboxing to hundreds of influencers, a groundswell of top-tier press exclusives and a “swipe-up army” of aspirational voices. The program successfully catapulted Ralph’s Club into mainstream media and across the social landscape.
Case Studies
