Coty Inc. and Five-time Grammy Award winner Faith Hill will unveil her debut fragrance, Faith Hill Parfums, in October, supported by a digital campaign created by integrated agency iris. Bringing to life the product concept ‘The Beauty of Being a Woman’, the campaign aims to develop brand awareness and drive purchase consideration in the run up to the Holiday, among a target audience of women aged 25-55.
Beginning October 1st, an online TV show will launch on FaithHill.com/Fragrances featuring weekly webisodes where Faith and friends discuss a different topic that relates to ‘the beauty of being a woman’. She encourages viewers to get involved and share their thoughts and opinions on the discussion topic on the website.
The show, which will run for 2 seasons, each running for 6 weeks, encourages users to watch the video, read the Q&A with Faith and join the discussion by typing their thoughts into the website next to the video. Users can also answer polls that relate to the topic by clicking their response to questions posed by the website. Users can adopt a webisode widget from the site, which allows them to watch the videos and comments updating in live time on their social networking pages.
During season 1, consumers are asked to pose a question or topic related to ‘the beauty of being a woman’ that they would like to discuss with Faith. At the end of the season, Faith chooses her favorite 6 topics. These topics are then discussed online during season 2, which launches in the pre-holiday period November thru December. Faith will be broadcast live on webcam each week, and users who put forward a suggestion are entered into a sweepstakes to win a chance to meet Faith Hill.
Ashleigh Young, board director of iris said, “Our aim has been to create an online platform for Faith Hill Parfums that delivers some of the same emotion as the scent itself; feminine with a strength and confidence to it that comes from women supporting one another. The execution of the campaign is designed to give women a number of different ways to interact with the fragrance concept so they leave the experience with a deep connection to the brand, without even smelling it. We hope to see women coming back again and again.”
Fans can sign up to view the exclusive content and join the conversation at FaithHill.com/Fragrances.
Here are Faith's Week 1 selections:
Thursday, September 10
Tennessee over Pittsburgh
Sunday, September 13
Miami over Atlanta
Houston over NY Jets
New Orleans over Detroit
Denver over Cincinnati
Baltimore over Kansas City
Dallas over Tampa Bay
Minnesota over Cleveland
Philadelphia over Carolina
Indianapolis over Jacksonville
Seattle over St. Louis
Giants over Washington
Arizona over San Francisco
Chicago over Green Bay
Monday, September 14
New England over Buffalo
San Diego over Oakland
To celebrate selling over 30,000,000 units worldwide, we want to reward you, the fans! From Jan 17 - Feb.22, you have a chance to win one of 4 plaques commemorating this achievement. Each plaque is autographed by Faith, and will have a personalized engraving of your name. So enter
HERE today!! One winner will be announced on Faith's website, and mentioned in the fan club emails, each week for four weeks. Good luck!!
