Case
Study
A national ambassador program generated sales and promoted consumer awareness for the multiplatinum singer, actress and songwriter, Ariana Grande’s debut fragrance, Ari.
Nominated
Best 360 Marketing Campaign, Women’s Media Campaign of the Year, Consumer Choice – Women’s Popular
Most Successful
celebrity launch of 2015
12
Market Managers
169
doors
250+
Sales Ambassadors
Objectives
- Launch Ari as the most successful celebrity fragrance of 2015, by supervising, hiring and training a team of 12 Sales Market Managers (SMMs) and over 250 Sales Ambassadors (SAs) to generate awareness and drive sales over a span over 169 store locations across the country in Macy’s, BonTon, Boscov’s and Lord & Taylor
- Gather and compile accurate sales data to efficiently track sales weekly
Solutions
- Fragrance sample modeling at high traffic department stores, Honeymoon concert tour, pop-up concerts, in-store events and regular store hours
- ION customized an event portal to track sales, customer satisfaction and inventory needs
- Managed a number of Ari exclusive events that enhanced overall promotion of the fragrance such as a training breakfast for Macy’s Herald Square employees, an 8-part concert series, launch week at Macy’s Herald Square, a surprise NYC pop-up concert, a four-part military escort and multiple one-off events
