In 2020 and 2021, we launched two of Ariana Grande’s fragrances using TikTok’s Hashtag Challenge, earning billions of impressions and mentions in pubs like Teen Vogue. But with the feature losing steam, we needed a new approach for her eight fragrance, MOD.

Instead of asking fans to participate in a challenge, we invited them to star in the campaign. We launched #ModThisAd and handed the key art straight to the fans using a branded effect.

Three macroinfluencers helped spread the word and encouraged people to participate. We also drove viewers to the effect through a QR code in our DOOH placements linking to a video explaining the campaign.