ARIANA GRANDE THANK U, NEXT FRAGRANCE UK LAUNCH EXPERIENTIAL

Following our successful launch event of the Cloud fragrance by Ariana Grande, we once again created an immersive event inspired by her iconic music video, Thank U, Next! We designed the invites, social assets and the microsite, we produced and planned the whole event (VIP party and public event) from start to finish, we constructed a social strategy and captured social content to amplify the launch and invited 300+ VIP guests including influencers, press and PR for the party. The experiential included a video dance floor, a prom inspired balloon wall for professional photos, a DJ booth, a banquet filled with (inedible) cakes and biscuits, a bespoke 'Burn Book' where visitors could take polaroids and write a message to Ariana in and a customised photobooth. The Ariana Grande event ran across 1.5 days, we threw a VIP party inviting influencers, clients and press on 28th Sept, Friday where we provided drinks and had music and dancing all night! The DJ lineup included the influential Bossy LDN, BBZLDN, PxssyPalace & OhAnnieOh. Drinks were cocktails inspired by Ariana's aesthetic. All attendees left with a VIP goody bag. We then opened the space to the public on 29th Sept, Saturday where Arianators could experience the event during their one hour time slot. We hired dancers who choreographed a routine to Thank U, Next and they also helped encourage fans to dance and sing along to Ariana's hits. We avoided using paid ads and only used social media to amplify the launch, we did this by reaching out to Arianator fan accounts and getting them to post to their thousand of followers for free. The event was free but this resulted in all 1,470 tickets being snatched up in less than 12 hours. A bespoke microsite housed event information for the event, the opportunity to express interest and a place to direct any queries to: http://www.arianathankunextfragrance.co.uk/