BRIEF

Connect Paco Rabanne with a new generation of shoppers

INSIGHT

1 million plays on Spotify is when you’ve ‘made it’, but Covid robbed the UK’s aspiring musicians of that chance

APPROACH

We developed a new audience for the line [the audio trailblazers] and went on to create a yearly incubator programme for the UK’s aspiring musicians. Collabing with NTS to make it happen and offer live showcases and a media partnership with Nylon magazine and later highsnobiety

RESULTS

• #1 fragrance SKU in UK

• 12,5888,915 impressions 

• Franchise in its 3rd year