Coty owned brand Philosophy has unveiled the second phase in its three phase digital media campaign for its Loveswept fragrance, which features couples talking about love at first sight and other romantic topics. Eleven couples were chosen for the six Becoming Loveswept films on YouTube, each of which is around 30 seconds long, covering topics such as 'best advice you were given’ and ‘what is the most surprising thing about you’.
The Loveswept collection was launched in January and phase one of the campaign (the Spread the Love Paris Sweepstakes) created a ‘virtual wall’ of love notes, with the winner of the best note winning a Valentine’s day trip for two to Paris. To take part, participants had to like the firm on Facebook, post a message on Twitter or post a photo on Instagram. The third part of the campaign will involve user generated content images for the firm’s digital advertising, beginning in April.