To celebrate the 20th anniversary of Marie Claire Russia, Chloe teamed up with Marie Claire Russia to launch a very romantic campaign “Love Story” to drive awareness of Chloé Love Eau De Parfum Spray. Marie Claire created a beautiful Chloé branded open-air pop-up video studio in central square of one of the most popular and trendy parks in Moscow. Park visitors recorded themselves quoting inspirational and moving poetry. People from all over Russia could also become a part of the Love Story by uploading their own videos on marieclaire.ru
Some of the most popular celebrities and Marie Claire’s Beauty director also featured in professionally staged short video stories that were produced in collaboration with a respected film director Petr Antokhin.
This special project was amplified on marieclaire.ru where both celebrity art video and the real people videos were presented to the general public within a dedicated platform that was dedicated to Chloé Love Eau De Parfum Spray. The idea of creating short poetry videos was extremely well received by people in Russia people who appreciated and valued this wonderful literary experience. To further engage audiences, participants could take part in a Chloe competition to win an exclusive round trip to Paris and Chloé perfumes.
Overall more than 500 videos were uploaded to the project web page and shared across social media, there were 375 out-door studio shootings, 121 Marie Claire in-house studio shootings and 74 amateur videos. Resulting in high engagement and visibility for Chloé with an impressive 170,000 people visiting the dedicated Chloé project page on marieclaire.ru.