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Justin Bieber

Someday Fragrance Launch

Client

Justin Bieber

Challenge

Launch Justin Bieber’s new fragrance without getting lost in the general media clutter, or the Beleiber media clutter.

Insight

Justin Bieber’s reach on social media is unprecedented, and leveraging that audience on social can generate buzz.

Solution

Through a custom iPhone app, a YouTube channel, and various forms of paid and earned media, the conversation around Justin Bieber was driven by the fragrance brand.

Result

  • #1 selling fragrance in Macy’s history.
  • Someday’s channel became the #2 most viewed on YouTube.
  • Someday accounted for 91% of all Justin Bieber related conversation on Twitter.
  • AdAge named Someday’s video Viral Video of the Week.

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