Targeted at Generation Z, Cacharel’s latest communications campaign is based around its iconic perfume, Amor Amor - a symbol of teen love.

 

Called #AugmentedLove, the integrated campaign, targeted at a young, ultra-connected group (15-25 years), comprises a visual, a TV film, 10 digital capsules hosted by three international female influencers and a multi-platform social media campaign, which includes a Snapchat lens and a competition on Musica.ly. 

Young directing duo, Tom & Amar, have produced a film version of the #AugmentedLove campaign with a modern, sensual and extremely imaginative quality. The campaign is embodied by the intense Ellen Burton who sets out to win the affections of the devastatingly attractive and intimidating Jordy Baan.

Three female influencers, who have more than 4 million followers between them, have been selected to grow the campaign on digital media: Laura Escanes, Patrica Jordan (Spain) and Estelle Fritz (France). They will appear in a series of 10 videos broadcast online and directed by Olivia Da Costa.

 

Cacharel has also formed a partnership with Snapchat. From 14 November, as part of a tailored targeting strategy, app users will be able to augment their love with an #AugmentedLove Snapchat Lens.

 

A competition will then be organised in December on Musica.ly, a platform popular with teenagers, to activate the large Amor Amor fragrance community, which includes more than 800,000 followers on Facebook. Other major activation events are planned, including for Valentine’s Day.