Etat Libre d’Orange
Problem:
Etat Libre d’Orange, a niche perfume brand from France, needed help breaking into the U.S. fragrance market.
Etat knew that they didn’t want to produce the typical “sexy” perfume ad, but beyond that, they were stuck.
Solution:
This brand and its founder Etienne have incredible personalities, so my team at Kworq wanted to embrace that and push the limits.
Some might say we took the “no such thing as bad press” a little too far, but the results have been stunning. And even though there’s no definitive proof, we’d like to think it wasn’t a coincidence that Etat suddenly became a go-to brand for celebs like Billie Eilish ;)
First, we sourced authentic (& hilarious) bad reviews of Etat fragrances from a myriad of online platforms.
Then, we added an ironic twist by using classic French Renaissance paintings as background imagery with relevant scenes to further point out the absurdity of the reviews, while still linking to the brand’s French heritage.
The campaign doubled Etat’s sales here in the US in just the first two weeks.
The goal was to increase sales. Check. The unexpected benefit was the incredible amount of noise these ads created on the internet: the interactions, reactions, shares, arguments, defenses, and more, were hilarious to track!
To date, this campaign was responsible for a 10.4K% Sales Increase, 260K+ Ad Engagement, and 16M+ Impressions!
Although the ad strategy landscape changes constantly, our approach at the time included a top to bottom funnel method.
We made sure to carry though the spirit of the creative from Prospecting Ads, to Retargeting Ads, to Abandon Cart, and more: giving the customer a consistent and recognizable brand journey!
Our Award Submission Video:
Kworq submitted this campaign for various award competitions, so we had to come up with a creative way to tell its story. It was a good challenge to tell the story of a fun campaign in an equally fun way!
Our Awards
Kworq won the 2020 People’s Voice Webby for Best Digital Campaign, The Davey’s 2020 Best in Show for Social Media Online Marketing & Advertising, and Silver Epica awards in two similar categories.
Project Credits
Kworq: Agency
Gabriela Della Corna: Creative Direction, Design, Copywriting
Kevin Chen: Creative Direction, Design, Copywriting
Alina Redkina: Design
Joaquin Cavazos: Video Production