Miu Miu set the new standard for smart influencer gifting when it sent out branded mini microphones to go with Miutine mailers. This showed it understood the influencer landscape – the mini mic also featured in the brand’s interviews with celebrities. It was useful, unique and had a purpose.
Now, the brand has sent influencers the PR package for its Fleur de Lait scent, including kinetic sand to mimic ice cream, which goes with the ice cream scoop. It’s fun, playful and inventive. Unboxing videos fit within ASMR content and it looks good enough to eat – which makes sense, as the fragrance is a floral fruity gourmand.
CORQ’s trends editor Caroline Edwards explains why Miu Miu’s simple mailers have a big payoff.
@corq.studio @Miu Miu has a clever influencer gifting strategy for its fragrances. First was the branded Miu Miu mini microphones, now kinetic sand and an ice cream scoop to go with its fruity gourmand scent Fleur de Lait. Here’s what makes this marketing work so well #miumiu #miutine #beautymarketing #beautybrand #influencermarketing
