Sisterland Launch – Benetton Fragrances

Role: Brand Manager (AJ Boston)

Date: July 2021

Market: Paraguay

To introduce Sisterland, Benetton's newest fragrance universe celebrating identity and friendship, we launched a 360° omnichannel campaign timed around Friendship’s Day (July 31st) — a key moment for emotional connection and gifting.

The activation included retailtainment, influencer partnerships, paid media, and a strategic earned media collaboration with Chic Magazine, one of Paraguay’s leading lifestyle publications. The centerpiece of the press effort was a custom editorial where our three campaign influencers shared their stories of friendship and connection, supported by a professionally produced photoshoot.

Led creative concept adaptation and execution across all channels

Managed campaign budget, logistics, supplier negotiations, and influencer coordination

Planned and executed the press shoot in collaboration with Chic Magazine

Oversaw media buying and social asset rollout

Delivered complete campaign reporting and post-activation learnings

In-mall activations with retailtainment, sampling, and GWP

POS brand presence across top-performing retailers

OOH and print advertising

Social media campaigns

Influencer content creation and paid partnerships

Press feature in Chic Magazine: 4-page editorial with branded shoot and interviews

+357% performance vs. last year, +316% vs. 2019

Strong brand association with values of friendship, identity, and self-expression

Key learning: Aligning campaign timing with emotional calendar moments (like Friendship’s Day) and working with influencers who resonate authentically with the message drove both visibility and sales

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