What smells like baldness? Billie’s latest campaign. It turned NYC sidewalks into a scent lab. Giant armpit-shaped posters. Scratch them. Sniff them. Experience the new “Coco Villa” deodorant. It’s cheeky, and it’s got everyone talking about them. (bmoutdoor.com, 1075koolfm.com, averagesocialite.com, instagram.com, designrush.com)
Experts Say
1. DesignRush: Sensory Marketing at Its Finest
Billie’s campaign is a masterclass in experiential advertising. By placing scratch-and-sniff armpit posters around NYC, they’ve created a tactile and olfactory experience that’s hard to ignore. Catherine Wolpe, Co-General Manager at Billie, stated, “Scent is a big deal when it comes to body care, so we needed an unconventional way to get ours into the hands (and nostrils) of the people.” This approach not only showcases the product but also reinforces the brand’s commitment to breaking taboos and engaging consumers in unexpected ways. (designrush.com)
2. Times of India: Viral SensationThe campaign’s impact extends beyond the streets. Social media platforms like TikTok and Instagram are buzzing with videos of curious pedestrians interacting with the posters. Comments range from amusement to admiration, with many praising the brand’s innovative approach. This blend of physical interaction and digital amplification has propelled the campaign into viral territory, demonstrating the power of combining traditional advertising with modern social engagement. (designrush.com, timesofindia.indiatimes.com)
Our Take
Billie’s campaign is a brilliant fusion of humor, sensory engagement, and brand storytelling. By inviting people to “stop and smell the armpits,” they’ve not only showcased their product but also challenged conventional advertising norms. It’s a reminder that in a crowded market, boldness and creativity can make all the difference.(designrush.com, facebook.com)
3 Action Steps
1. Integrate Sensory Elements into Marketing
- Tactile Engagement: Incorporate textures or interactive elements into packaging or promotional materials to engage consumers’ sense of touch.
- Scent Marketing: Explore the use of fragrances in physical spaces or direct mail campaigns to create brand associations.
- Audio Branding: Develop distinctive sounds or jingles that reinforce brand identity across various platforms.
2. Leverage User-Generated Content
- Encourage Sharing: Create campaigns that invite consumers to share their experiences on social media, amplifying authenticity.
- Feature Real Stories: Highlight user testimonials and stories in marketing materials to build trust and community.
- Interactive Challenges: Launch social media challenges that align with brand values and encourage participation.
3. Embrace Unconventional Advertising Spaces
- Unexpected Locations: Place advertisements in unconventional spaces where they can surprise audiences.
- Pop-Up Experiences: Host temporary installations or events that offer immersive brand experiences.
- Collaborative Art: Partner with local artists to create public art installations that double as brand promotions.
In a world saturated with ads, Billie proves that creativity and a touch of audacity can turn heads—and noses. It’s not just about selling a product; it’s about creating an experience that sticks.(designrush.com)
Written by Lusine Sargsyan
