Woah! This article from dmnews.com gives us insight on how popular hlfragrance.com is.
Coty
Situation
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.
Approach
The Web site, HLFragrance.com, features a section dediÂcated to the “Harajuku Girl posse,†which encourages fans to record, upload and share videos of themselves singing karaoke to the Stefani song, “Harajuku Girls.†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.
“Online video creation and viewing was the central focus of this campaign,†said Rob Holzer, CEO of Syrup. The videos, he added, “kept people engaged and connected with the brand.â€
Results
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.