-
Email
taboragency@co.uk -
Phone
+44 780 277 7133 -
Address
Kings Street, Covent Garden,
WC2E 8HN, London, UK
Phone
+44 780 277 7133Address
Kings Street, Covent Garden,
Launched in 2015, Christian Dior’s “Sauvage EAU DE TOILETTE” is an act of creation inspired by wide-open spaces. An ozone blue sky that dominates a white-hot rocky landscape. A bold composition of a true-to-himself man’ (Dior, 2024). The male’s fragrance now comes in refillable eco-friendly and recycled aluminum bottles and has become one of the world’s most popular.
TABOR AGENCY created a strategy proposal for an entirely new digital marketing and social media advertising campaign with an impactful narrative, related to a serious sustainability issue based on water and plastic pollution, that was used as the main concept and emotional story-tale behind a few linked but separate strategies and a possible social media campaign for Christian Dior’s exclusive – “SAUVAGE EAU DE TOILETTE”. Such strategies were stated below.
involved creating a “Good Cause Website” that would aim to encourage Christian Dior’s potential younger consumers (eg. Gen Z) to go and buy a bottle of their eco-friendly fragrance, once they have become aware of its added value. By doing so, they would directly help Dior finance and develop a very unique sustainability program. This service-oriented and relationship-building web page was imagined to provide consumers with clear insights and info about the business plan. It would also detail how a single purchase of Dior’s fragrance and a notable amount of income (per week) would be allocated and invested in environmental issues like water and plastic pollution in Bali, Indonesia. This is the hometown of Ms. Julia Sullivan, a young environmentalist who was the main protagonist of Dior’s short-film series “Tales of the Wild” – that promoted Sauvage in 2021 – after being eco-designed, in recyclable aluminum and refillable bottles of various sizes. It reflected Dior’s new vision ‘for more responsible luxury’ (Dior, 2024).
was based on organising a “Best Photo Contest” and filming a video campaign in which Ms. Sullivan invites courageous young generations, from all over the world, to participate in an exciting contest and potentially win a special prize. All they must do is purchase a “SAUVAGE EAU DE TOILETTE” and engage in creating an original photograph that would showcase their fragrance in a natural surrounding and tag Dior’s official Instagram account when making a post in order to be considered in the #BestPhotoContest. In addition, a jury consisting of various prominent photographers, that partnered with Dior in the past, were thought to present and select a number of #20BestPhotographs and their authors would have a unique opportunity to participate in an extraordinary adventurous expedition to Bali, Indonesia.
included organizing “The Exciting Expedition” led by Ms. Sullivan, who was imagined would be their tour guide that takes the winners of the #BestPhotoContest around Bali and educates them about the value of nature and importance of environmental sustainability and protecting of our planet. All of it was thought to be documented and reported through live broadcasting and social media platforms such as Instagram, bearing in mind its popularity among the young consumers including Gen Z.
Furthermore, all such strategies were considered to be an extremely beneficial approach for a prominent luxury brand like Christian Dior to enhance its reputation and image, supporting them in becoming a more environmentally-conscious and socially responsible corporation that goes against greenwashing and engages in promoting real change, which is exactly how Dior strives to be percieved.
TABOR AGENCY is a London based, sustainability-driven, digital marketing agency that specialises in providing premium quality digital marketing services
© 2024 | Alrights reserved by