Case Study: Elizabeth Arden achieves 2X mobile engagement and increased social sharing with Millennial Media

Elizabeth Arden Shakes Up Its Mobile Strategy

Elizabeth Arden turned to mobile to launch its Curve Appeal fragrances, aiming to boost brand awareness among tech‑savvy, social 18–34 year‑olds who would be likely to share mobile experiences with their networks. The challenge was to create an engaging, shareable ad that stood out in social and gaming environments.

Working with agency PHD and Millennial Media, they built a “Shake” interactive ad—like a Magic 8‑ball—where users shook their phone to answer playful questions (e.g., “Am I date ready?”). Targeting across social and gaming content delivered high engagement: 68% of interactions came via gaming, overall engagement was nearly 2x vertical benchmarks, and the unit encouraged sharing on Facebook and Twitter.

Elizabeth Arden