Content Marketing Blog

Social media push behind new Justin Bieber fragrance

The successful social media strategy of Justin Bieber is set to help the singing sensation as he looks to release his second fragrance.

According the reports from the New York Times, the advertising budget for Bieber's latest scent is expected to be in excess of $20 million and focus on social media channels such as Tumblr and Twitter.

Named Girlfriend, the fragrance is expected to hit department stores in the United States on June 18 – but not before generating online hype among devoted fans.

"With Girlfriend, we are channeling the spirit and passion of one of the largest, most dedicated digital fan bases on earth," Pelle Sjoenell, executive creative director of advertising agency Bartle Bogle Hegarty's Los Angeles office, told the New York Times yesterday (June 5).

While the new product will also be advertised in traditional media outlets – including teen magazines such as Teen Vogue and Seventeen – social media marketing forms the basis of the campaign.

Fans have been invited to enter a "sing-off" on Tumblr – video entries for which will form a 60-second television commercial for the new fragrance.

Between ten and 12 winners will be chosen and their Twitter handles will appear on screen during the advertisement.

According to chief marketing officer at Scooter Braun Projects Brad Haugen, almost five per cent of Twitter's servers are devoted to Bieber and his 22.88 million followers.

Bieber has one of the strongest online presences of any celebrity – and his fans are always ready to jump into action.

Fans rallied in March to attempt to set a new world record for the most amount of social media message sent in 24 hours to mark Bieber's 18th birthday.

Posted by Elise Ferrari