Giorgio Armani Beauty : #ShareMyJoy
Content - Data & CRM - mobile/web & shop - Social Activation
How to launch simultaneously around the world a new perfume for the under 40 ?
Giorgio Armani Beauty and DISKO spread a scent of joy, inspired by nature.
For the launching of the Acqua di Gioia line, DISKO and Giorgio Armani Beauty imagined Word Di Gioia.
The User Generated Content platform takes the form of a social map where young women from over 30 countries are invited to share the secret location of the places where they are in comm
union with nature.After exchanging pictures of their secret spots, using the #ShareMyJoy, the participants can choose between Air, Aqua or Sun Di Gioia and receive a sample of perfume.
The campaign was launched by Barbara Palvin, muse of the Di Gioia line, who shared her preferred locations on her Instagram account. She encouraged the users to do the same and to share their joy.
The plan also involved a selection of influential beauty/lifestyle personalities from all over the world.