LVMH-Dior-Social Media Driven OOH Case Study

Objective

To celebrate the launch of Miss Dior Eau de Parfum, the fragrance that has undergone a renaissance, with the guidance of Dior’s new creative director, Maria Grazia Chiuri. Spearheading a cultural shift throughout the fashion house, the codes the new creative director instilled in couture trickled down to every aspect of Dior, including their media placements.

Activation

Dior transformed handpainted walls in New York and Los Angeles into conversation pieces by asking audiences, “And You, What Would You Do For Love?” The intriguing copy and high-contrast art direction prompted thousands of people to share the murals on Instagram. The thought provoking mural not only built excitement for the new scent, but also was part of a campaign to raise money for the We Movement charity.

For every post that used the #DiorLoveChain hashtag, the brand donated $1 to We Movement, an organization that provides access to education, food, clean water, healthcare and economic opportunity for people all around the world.