Two is always better than one, right? To showcase our product innovation and scent duality, we worked magic across media channels, and made sure consumers were always getting 2 for 1. With a mobile-heavy target, we twisted the Britney Pack’s most prized possession. Through rich media mobile ads, fans could download Interactive Live Wallpapers that morphed into different Britney’s depending on time of day. We brought Kohl’s (U.S. Mass Retailer) scented cards to life using mobile augmented reality to reveal the 2-in-1 innovation “twist” and asking fans to complete a puzzle for exclusive content. We gave fans a second-screen mobile experience, asking them to Shazam our cable spots for behind-the-scenes footage of the commercial. Online and on mobile, we partnered with Pandora to allow consumers to choose a Fantasy or Midnight Fantasy playlist, with songs chosen by Britney. We challenged fans to style a day-to-night look on fashion site Polyvore.

Despite younger, and fresher, celebrity fragrances launching in 2012, Twist saw a 350% increase in sales at Kohl’s for the month of December, outperforming Taylor Swift’s Wonderstruck & Justin Bieber’s Someday in the biggest retail month of the year.

We engaged our target through our 2 for 1 approach, driving more than 310,000 clicks to e-commerce, with our overall campaign reaching 78% of our target.