Yves Saint Laurent
Yves Saint Laurent

#YSLBlackOpiumExperience - Around their fall campaign launch, YSL wanted to create brand awareness & virality with influencers in the Benelux centered around multiple activations including the hottest event of the season, VIP dinner and a community engagement activation.

Yves Saint Laurent

  • 15.4Mcombined influencer reach
  • 12.3Mcampaign impressions
  • 256.7kengagements
  • 50kincrease followers @YSLbeauty Instagram
  • 392influencers posts
  • 74influencers

Yves Saint Laurent

15 VIP and 55 Regular influencers

Together with IMA, 15 VIP influencers were selected from the Benelux to act as ambassadors of the campaign. They created content around a special dinner hosted in their honor and shared their stories through #YSLBlackOpiumExperience. Alongside this, 55 regular influencers were handpicked to also represent the brand and create buzz around #YSLBlackOpiumExperience.

Pre-dinner for VIP's at Hoxton Hotel

To get to know the influencers and share YSL's Black Opium brand essence, IMA and YSL organized a special dinner at the Hoxton Hotel in Amsterdam for the 15 VIP's. Influencers were treated to a YSL cocktail, a gourmet dinner and YSL goodies.

Yves Saint Laurent

Online activation #YSLBlackOpiumExperience

Influencers shared their #YSLBlackOpiumExperience looks with their community and asked them to share their their own look with the hashtag, driving Winners were given an exclusive invite to the main event in Amsterdam.

Yves Saint Laurent

Main event at Pakhuis West Amsterdam

Wrote up by Elle as "the event you wanted to be at," the main event was held at warehouse space Pakhuis West in Amsterdam. A custom light-maze hallway entrance, beauty bars, drinks and dancing provided the real YSL Black Opium Experience for VIP's, influencers and special members of the beauty and fashion industry.

Yves Saint Laurent

Video production (after movie & personal VIP influencer video's)

Video held an integral part throughout the campaign and gave audiences a real-life look into the YSL Black Opium Experience. The main event was professionally shot and edited into an experience video and personal videos were created for each of the VIP's to share across their channels.