CASE STUDY
Brut
Building a Fanbase for a Launch
For BRUT Men’s fragrance, we designed and developed a rich media website around our racing sponsorship, with driver blogs, track schedules, at-track consumer winners, and sampling offers. We supported the brand image with national print advertising and hotel room sampling. At every touchpoint we captured email and built a database of 200,000 proprietary names.
To this fanbase we sent a pre-launch offer for a new fragrance, BRUT Revolution.
Results?
We pushed BRUT Revolution to the #1 men’s holiday fragrance launch, beating the nearest competitor, Old Spice’s O.S. by 35,000 units. Sweetest of all? They spent $6 million in media. We spend $1 million.
