Our starting point was May 2020 with a full lockdown in the country and a very high level of market uncertainty. All competitors were putting off investment and launches for next year and instead, we saw the opportunity to create notoriety and build a best seller. We risked and we won. For October 2020’s launch we designed a strong media plan focused mainly on digital and Social Media platforms, with a very strong sampling campaign in the point of sale.
We worked with VOGUE, GLAMOUR and HOLA! to create amazing branded content videos with Spanish actress Miriam Giovanelli and Spanish model Ana Moya. Many well-known influencers in Spain published Bella Vita in their Social Media feeds, such as Violeta Mangriñán (1.7M) and Teresa Seco (375K).
The campaign results were amazing: 30 million impacts overall, sales projections were multiplied by 3 and Bella Vita became a best seller perfume by Christmas 2020.