integrated campaign / social and influence
mcgarrybowen Paris accompanied Guerlain on its cross-channel communication strategy for the relaunch of its skincare best-seller, Abeille Royale, huile en eau jeunesse.
Guerlain wanted to reaffirm its scientific legitimacy, and so "The Secret of the Black Bee" tells the story of this fabulous and carefully preserved insect and the expertise of the brand in extracting the best from what the bees produce.
mcgarrybowen Paris produced a movie, with on-site footage and exquisite 3D animation, and an H5 WeChat interactive experience, where the user had to "follow" the bee with gestures to progress through the storytelling. We ramped up the campaign with events on Facebook and Instagram, and influence and media guidelines.