Objective

Increase awareness and drive purchase of Guess fragrance by reinforcing the brand’s sexy, young, adventurous attitude that combines the playful, free-spiritedness of the California lifestyle with the sophistication, glamour and nostalgia of Mediterranean culture during key festival season.

Solution

Inspired by Guess Fragrance’s brand messaging, NYLON produced a custom video featuring up-and-coming pop star, Era Istrefi, that emphasized the ‘free-spirited’ It Girl attitude and Coachella vibe. Additionally, influencers were contracted to attend NYLON’s Coachella event and produce social posts on behalf of the Guess Fragrance brand.