Someday/Promotion

Events[]

Talk shows[]

Radio[]

On Air with Ryan Seacrest (May 23, 2011)

Trailers[]

Justin Bieber spot for Macys

THE OFFICIAL "SOMEDAY" FRAGRANCE PERFUME BY JUSTIN BIEBER COMMERCIAL

JustinBieberSomeday27May11

Justin Bieber Someday Ultimate Halloween joke

Strategic Approach[]

We needed to activate a mix of paid, owned and earned media to engage fans with experiences that would bring them closer to Justin and access his world, while interacting with other fans and the fragrance at the same time.

#Someday[]

To kickstart awareness, we gave fans the opportunity of tweeting the hashtag ‘someday’ to be displayed within a stream of #someday tweets and every 15 seconds one random girl would get her tweet locked on the homepage, thus getting her moment of fame.

Charmed iPhone App[]

Main article: Someday (App)

To connect the tribes of Bieber fans within close proximity at summer camps and school, we created The Charmed iPhone App. The app allowed girls to make their own virtual charm from the fragrance bottle. Using “Bump” technology, we allowed girls to make charms for their friends and exchange them easily by simply tapping each other’s phones together.

Hearts Across the Web[]

Next Hearts Across the Web took advantage of Justin’s signature heart hand pose, and asked users to upload photos to collectively create the largest digital heart chain, all for charity. Fans could position their friends, celebrities, and even Justin to be right next to them in the chain.

Hearts Across Web Promo.mp4

Dream Shot[]

The last experience, Dream Shot, is an experience we launched that got our message in front of fans’ friends but also their parents, the ones with purchase power during the holiday season. Leveraging Oddcast technology, we created three different video scenarios where Justin proclaimed his love for a “special girl” shown on his phone or a framed picture. Fans could go to our site and upload themselves into the video to be that “special girl”.

SOMEDAY Justin Bieber Dream Shot - Dear Dad

SOMEDAY by Justin Bieber Dream Shot - Missed Connections

Results[]

After our first year of launch, the fragrance reached amazing success by being the top Celebrity fragrance launch in Macy’s history and beating the second leading women’s fragrance by three fold.