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RALPH LAUREN

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Conceptualization:

50%

Implementation:

50%

House of Suntory Tour -
Miami Swim Week

Ralph Lauren Romance Tour

Client:

Ralph Lauren Romance Tour

Industry:

Beauty

Type:

Tour, Influencer

Location:

Los Angeles, Houston, Miami, Chicago, New York

KPI:

Five cities in 2 weeks

+4.2MM brand mentions

44% conversion rate for consumers

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CHALLENGES

To promote the Ralph Lauren Romance fragrance in time for Valentine’s Day, leveraging fully a pre-negotiated influencer partnership with Taylor Hill.

STRATEGY

Instead of creating several pop-ups, GRADIENT designed a custom 20-foot truck that could bring the iconic Ralph Lauren style to life within a romantic nesting environment. At each tour stop, guests were invited to share what made them believe in romance via custom photo moments.