Scent Beauty
Scent Beauty
The Client
4.55 million
Digital billboard impressions
715,192
Barricade impressions
LA & NYC
Cities
Scent Beauty is a brand dedicated to redefining fragrance as “scent.” It works with high-profile celebrities, including pop artists and fashion influencers. All Scent Beauty products are sustainably sourced, created by the perfumers at Firmenich. The company’s mantra is “Love Your Scent, Love Yourself.”
Drive awareness of Sabrina Carpenter’s new Scent Beauty fragrance
Sabrina Carpenter’s Sweet Tooth Parfums launched its third and newest scent, Cherry Baby, and Scent Beauty wanted to make a splash. The company decided to promote it in conjunction with Carpenter’s Short ‘n Sweet Tour, taking advantage of buzz already surrounding the singer.
The client envisioned high quality-placements in Los Angeles (LA) and New York City (NYC) that also offered time flexibility or weren’t as long as the typical four-week out of home ad commitment, allowing the campaign to run in tandem with Sabrina’s tour schedule.
Finding formats to accommodate a short activation
The main priority was ensuring we provided media formats that would accommodate the client’s short time window while also providing a premium visual experience in a high-traffic area targeting Carpenter’s fans.
Using a mix of digital and Wild Posting®
We knew immediately this would be at least partially a digital OOH campaign due to our time constraints.
In NYC, a couple of digital boards are located right outside Madison Square Garden.
In LA, a handful of high-quality digitals are outside Crypto, but the client wanted us to pitch them alternatives that weren’t too aggressively priced.
Using our Wild Posting® expertise, I found a barricade on Olympic and Figueroa (one block from the venue) with a reasonable rate.
Using organic reach
While this campaign did not include a specific social element, Scent Beauty is active on social platforms and has a healthy and engaged following, including 35,000 on Instagram.
Matching tour dates to digital and barricade availability
In New York, we chose a high-impact digital billboard at 7th Avenue and 32nd Street, strategically located near Madison Square Garden. This screen provided high visibility and steady foot traffic in a dense urban environment in addition to offering weeklong flexibility, which was crucial for matching the campaign window to Carpenter’s tour date in NYC.
In Los Angeles, we selected a dedicated Wild Posting® barricade on Olympic and Figueroa that sits just steps away from the Crypto.com Arena, where Carpenter held her LA show. This placement received high foot traffic from fans and created an immersive, fan-forward environment during the tour week. Unlike standard Wild Posting®, the barricade allowed for full creative ownership and control, amplifying brand visibility with a premium street-level posting.
We chose both placements for their proximity to key venues, flexibility in run time (one to two weeks), and ability to create immediate, localized buzz, all while working within the limitations of OOH formats that typically require longer commitments.
This strategy ensured the campaign was well-timed, budget-conscious and deeply integrated into the cultural moment surrounding Carpenter’s tour — delivering maximum relevance and resonance with her fan base.
This was our timeline:
- Early September: Received request for proposal and discussed client’s needs
- Early/mid September: Investigated inventory in client’s target areas; sourced digital billboards in NYC and LA and dedicated Wild Posting® placements in LA only; booked NYC to run end of the month
- September 25–October 1: NYC campaign executed
- October: Revisited LA and reviewed previous dedicated Wild Posting® options
- Mid/late October: Booked the barricade location for November 11–24
- November: Installed LA barricade
More than 5.2 million impressions generated
The campaign surpassed the client’s expectations, with over 5.2 million total impressions from both locations. The digital billboard delivered 4.55 million, while the barricade produced 715,192.
Vendor relationships benefit our clients
We were the ideal partner for this campaign because of our deep expertise in executing high-impact, time-sensitive OOH strategies aligning with music and cultural moments. With Sabrina Carpenter’s Short ‘n Sweet tour driving the timeline, we understood the importance of agility, venue proximity and fan engagement — three things we’ve successfully delivered on repeatedly for music and entertainment clients.
Our relationships with top OOH vendors allowed us to secure short-term, high-visibility placements without requiring standard four-week commitments. We knew how to navigate the market quickly and efficiently to lock in premium inventory.
“The client told us they were very happy with this placement. We understood how to place Cherry Bomb not just in high-traffic areas but in the right context — where Sabrina’s fans were physically showing up, emotionally engaged and primed to share content online.”
Kim M. Pham, Vice-President Digital Marketing
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