Gypsy Kiss

Live in Wonder

Challenge
Develop a brand for an unknown fragrance through social media, define its audience and create opportunities for engagement in just six months.

Strategy
First-time perfume purchases don't take place online, but engagement does so we'll cultivate that and create opportunities for soft sells.

Solution
With a shoe-string budget, we built, fostered and galvanized a community around what we dubbed the Gypsy Way.

Brand Comms

Sales Deck_ 2.001.jpeg — The Gypsy Way

I worked with the brand director to create a set of brand principles know as the Gypsy Code we worked directly into the marketing and advertising.

The Gypsy Code

1. We believe life is meant to be wandered.  
2. We believe nature is beauty.  
3. We believe in the power of exuberance.  
4. We believe in getting lost and finding ourselves.
5. We believe in nurturing good vibes.
6. We believe in the energy of freedom.
 7. We believe in a life full of art and music.  
8. We believe in adorning ourselves with special gems and metals.
9. We believe in fabrics that float where we move.  
10. We believe the gypsy way is the only way.

The Brand Personality

Gypsy Kiss is a young spirit. For her nothing is more important than her freedom and that of those around her. She enjoys closing her eyes, feeling the breeze and letting the world beckon her forth. She is creative and believes in surrounding herself with positive energy. She uses social media to bring her closer to the world at large. She stands apart from the manic, modern, demanding ways of the society; refusing to buckle to the pressures of life. She chooses to explore the majesty of life over building an insipid one shackled by a career. She looks to experience people, grow in nature and reach beyond the ordinary. She is drawn to the past, awake in the present and living for the moment. She stands for an original sense of fashion and beauty. She has cultivated her personal style by pushing forth timeless trends found in vintage stores and marrying them with the here and now. She’s between origins and destiny embracing the world around her for what it is: hers.

Advertising

Facebook - Finding GKGirls

With a focus on their behaviors and interests, over 40,000 GKGirls found a connection with each other and a way of life on Facebook in just three months.

Like Ads

Ads were created introducing Gypsy Kiss to the world with a focus on its ideals and a celebration of the Gypsy Way.

Website

Designed to be a hub for social media content and a way to experience the scent of Gypsy Kiss, the website uses advanced technologies and evocative language to tell the story of the pink and purple bottle filled with a crisp, biting and sweet scent.

Driving Traffic

Education Ads

After establishing a community of GypsyKissers, we began leveraging engagement with social platforms into traffic to the website where the whole Gypsy Kiss story unfolds.