How micro-influencers helped inspire half a million new customers

Objective

Armani Beauty challenged The Digital Dept. with raising awareness of their fan-favorite fragrance, Si Passione, through real people, with real audiences.

Strategy

The Digital Dept. built a creative strategy focused on contracting micro-influencers, individuals with small but highly engaged audiences. The contracted talents were asked to create content with a woman who inspires them in mind, whether she’s a mother, friend, or mentor. The goal was to simultaneously raise awareness of, and drive sales of the product while sharing the message that scent can be linked to powerful emotions, ones that are underpinned by the important women in your life. Half a million consumers were inspired by beautiful imagery tied to beautiful messaging.