Dior Brand
Fan Gifting
Dior faced a saturated influencer marketplace. The ability to reach consumers on a relatable and authentic level was becoming increasingly undermined by the over-commercialisation of top tier influencers.
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Key Objectives
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We formulated Dior’s global gifting programme. It went big, targeting 1,200 ‘brand fans’ (1-10k following) on a global scale over 6 months. We worked on makeup, skincare and fragrance across more than 70 product variations. Our focus changed month-to-month as we identified high priority products for any particular moment.
Team Buttermilk’s logistics department took care of all product fulfilment, meaning ultimate client efficiency. Dior simply sent us the products and we distributed them to brand fans globally in a carefully wrapped gift box.
Key Objectives
Engagements
Engagement Rate
pieces of branded content created and activated across multiple platforms.
Engagements
Our global gifting programme covered 12 global markets ranging from the UK to the US, Canada, Germany, Spain, France and parts of Asia. It allowed Dior to achieve that global penetration of e-commerce markets they needed – all from one centralised programme.
Engagements
Our global gifting programme covered 12 global markets ranging from the UK to the US, Canada, Germany, Spain, France and parts of Asia. It allowed Dior to achieve that global penetration of e-commerce markets they needed – all from one centralised programme.
Further Impact
Our work resulted in us launching and managing @diorbeautylovers.
75% of brand fan content repurposed and turned into shoppable and paid social assets.
Consumer-led voice activated on brand channel