Celebrating the Launch of XO Khloe: A Bold Media Campaign for Khloe Kardashian’s First Fragrance.
At Media Agency Group, we take pride in creating bold, impactful media campaigns that drive results and amplify brand visibility. Our most recent project was no exception: we had the privilege of supporting the launch of XO Khloe, the newest fragrance by Khloé Kardashian. This special release was exclusively available to buy at Harrods, one of the world’s most iconic retailers, for the launch period. To make this launch truly unforgettable, we crafted a multi-format media campaign that not only built excitement but also brought the fragrance to life in the streets of London.
A Premium Launch with Harrods as the Exclusive Retailer
Harrods is known for housing the most luxurious and sought-after brands, and the launch of XO Khloe was no different. With the Christmas season fast approaching, it was the perfect opportunity to introduce a fragrance that embodies both elegance and boldness. The timing of the campaign, launching in December, capitalised on the retail boom associated with the gifting season. The media campaign was designed to generate hype, increase foot traffic to Harrods, and create buzz around this exclusive launch.
A Multi-Format Media Strategy: Capturing Attention in the Heart of London
We understood that to truly capture the attention of London’s diverse and dynamic audience, we needed to take an innovative approach that combined traditional and cutting-edge media formats. Here’s a look at how we executed this high-impact campaign:
1. Roadside Formats: Creating a Powerful First Impression
Strategically placed roadside billboards helped us make a statement to commuters, shoppers, and passers-by across the city. These visually stunning displays featured bold imagery of Khloé Kardashian and the XO Khloe fragrance. With London’s busy streets serving as the backdrop, these ads ensured maximum exposure and were a constant reminder of the new fragrance hitting Harrods.
2. Light Projections on Iconic London Buildings: Illuminating the Night
Taking the campaign to new heights, we used light projections to showcase XO Khloe on some of London’s most iconic buildings. As night fell, the city’s landmarks became the canvas for an eye-catching display that illuminated the skyline. This innovative approach amplified the exclusivity and glamour of the fragrance, creating a buzz and drawing attention not only in person but gained huge traction when posted online and an incredible amount of earned media.
3. Branded Taxis and Buses: Bringing the Campaign to the Streets
In London, branded taxis and buses are an effective and engaging way to showcase your brand. We wrapped a fleet of taxis and buses in the campaign’s striking visuals, ensuring that Khloé’s fragrance was seen by thousands of commuters and travellers throughout the city. These moving advertisements generated constant visibility and reinforced the launch message with every journey.
4. TikTok Sales Support: Engaging with a Digital Audience
In addition to traditional media, we harnessed the power of TikTok to target a younger, digitally savvy audience. As one of the most influential social media platforms for brand discovery, TikTok was the perfect platform to share promotional videos that resonated with fragrance and Kardashian enthusiasts. This engagement helped increase interest and awareness among consumers actively seeking new products, thus driving further sales online.
Maximising Consumer Spending During the Gifting Season
December is a crucial month in retail, with consumers spending significant amounts on gifts. Our campaign conveniently coincided with this key retail period, tapping into the surge of consumer spending. By creating an unforgettable visual presence in London, we were able to capture the attention of both loyal fans of Khloé Kardashian and new customers discovering XO Khloe for the first time. The mix of outdoor media and digital support helped drive traffic to Harrods, where the fragrance was exclusively available, and fostered excitement around the launch.
A Bold and Successful Launch
The XO Khloe fragrance launch campaign was a resounding success, thanks to the combination of impactful outdoor media formats, digital engagement, and strategic retail timing. It captured the essence of Khloé Kardashian's bold, confident personality and brought it to life across the streets of London. By collaborating with Harrods and executing a multi-platform strategy, we ensured that the launch was not only memorable but also drove real results.
As we reflect on this campaign, we’re proud of the creativity, innovation, and strategic thinking that went into every element. It’s a perfect example of how thoughtful, well-executed media campaigns can create buzz, drive sales, and build lasting brand awareness.
Stay tuned for more exciting projects and media campaigns from Media Agency Group— lot’s more to come in 2025!