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Estée Lauder’s Jo Malone turns to ‘Fortnite’ for first gaming activation
Estée Lauder's Jo Malone is leveraging the gaming industry through a unique activation in 'Fortnite', marking a significant step in its brand strategy to engage with younger audiences. This initiative highlights the importance of integrating digital experiences and influencer partnerships to enhance brand visibility and relevance in contemporary markets.
Marketing Dive: The in-game activation is accompanied by a campaign featuring gaming creators, livestreams and a social content series.
The collaboration between a luxury fragrance brand and a popular gaming platform like 'Fortnite' represents a significant shift in marketing strategies aimed at younger consumers, making it highly impactful and relevant for brand strategy professionals.
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