Viktor & Rolf's Flowerbomb, known for its dedicated fanbase, sought broader awareness and excitement. Understanding that Gen Z demands more than just a product, the brand aimed to create a universe and foster a sense of community (knowing 54% favor brands that make them feel connected). Influencers play a crucial role, as 51% of Gen Z believes they create new trends. Flowerbomb set out to hit a $130MM sales target, maintain relevance, and innovate in the fragrance market by creating memorable moments that resonate deeply with consumers. The campaign highlighted femininity as a transformative power and sought to empower women through scent and experience, aligning with its mission in new, creative ways.

The Flowerbomb Ruby Orchid activation was a meticulously orchestrated event (7/26-9/30) at the iconic skydeck, hosting the immersive experience, transforming V&R's floral paradise with installations transporting visitors to an ethereal, floral cloud in the heart of NYC.

We transformed Edge, the highest sky deck in NYC, into Flowerbomb SkyBloom, an immersive floral experience. As the presenting sponsor, Flowerbomb Ruby Orchid infused the air, enhancing the sensory journey. From May-September, visitors indulged in vibrant blooms amidst 360-degree skyline views of NYC. The collaboration between Viktor & Rolf and SkyBloom curated a fusion of fragrance and florals, exalting beauty, creativity, and femininity. Leveraging the space as a creative canvas, the brand attracted consumers and influencers, solidifying its presence with influential voices and musical artists, with Emily Ratajkowski's involvement and Wale's musical endorsement. The activation featured Flowerbomb-themed floral displays, exclusive D2C promotions, and influencer events, driving maximum engagement and brand awareness. The strategic integration of public visits, consumer-facing activations, influencer engagement, and media support made it a standout success.

The EDGE NYC activation delivered outstanding results in the 4 days - Hosting 367K visitors at its custom-branded installation (100 stories above the city), the activation sparked significant buzz, including 164 influencer visits, driving a whopping 793M earned media impressions & 77M brand mentions. Distributing over 100,000 Ruby VOC and 15,000 Flowerbomb Deluxe VOC samples, the activation drove strong engagement.

Alongside 950,000 impressions from EDGE's social channels and 12M from digital media campaigns, the activation's reach was further amplified. The event also featured two A&I events and a standout performance by Wale, drawing 259 talents, resulting in 19 million impressions from the influencer preview and 43 million from Wale's September 14 performance.

The activation's strategic integration of open to public visits, signage, consumer-facing activations, gifting, influencer events & engagement, and media support all played a pivotal role in driving brand recognition and conversion, making it a standout success.