International fragrance comÂpany Coty tapped interactive agency Syrup to create an interÂactive Web site to promote the launch of fragrance line HaraÂjuku Lovers, which was designed in partnership with singer Gwen Stefani. A Harajuku is a Japanese girl known for creating unique fashion styles.
The Web site, HLFragrance.com, features a section dediÂcated to the â€œHarajuku Girl posse,â€ which encourages fans to record, upload and share videos of themselves singing karaoke to the Stefani song, â€œHarajuku Girls.â€ The videos are then instantly shared and made visiÂble to everyone visiting the Web site. The site also allows users to display their videos on social networking sites and download wallpapers for mobile devices.
â€œOnline video creation and viewing was the central focus of this campaign,â€ said Rob Holzer, CEO of Syrup. The videos, he added, â€œkept people engaged and connected with the brand.â€
The site, which launched in October, has had more than 2 million page views and 300,000 unique visitors. Facebook referÂrals account for 7% of the traffic. Harajuku Lovers launched as the No. 1 fragrance in the US.