An influence strategy built for Phantom
For Rabanne, Dix Sept Paris designed an influence strategy dedicated to the launch of Phantom, conceived as a true advocacy-driven approach. The challenge: to position the fragrance as a marker of attitude and identity, by partnering with creators able to embody a bold, modern, and liberated masculinity. More than a product launch, the ambition was to create a cultural dynamic powered by talent.
Turning creators into advocates
At the core of the activation lies a strong advocacy strategy: engaging profiles who can truly own Phantom and integrate it into their daily lives. Each creator becomes a voice of expression, showcasing the fragrance as a trigger for energy, confidence, and personal transformation. The storytelling is built on the idea that Phantom enhances every key moment — from day to night — as an extension of the self.
A social-first, immersive and performative approach
Designed for TikTok and Instagram, the strategy leverages native, immersive, and fast-paced formats. Creative mechanics, bold visual transitions, product-centric storytelling, and personal narratives structure the content. The visual universe — blending electric cityscapes, magnetic nightlife, and a bold aesthetic — establishes a distinctive and recognisable signature, where the fragrance becomes central to the experience.
Making Phantom a cultural symbol
The result: an influence activation that goes beyond fragrance to become a broader cultural statement. Phantom emerges as a symbol of freedom, movement, and self-expression. A campaign that showcases Rabanne’s ability to turn a product into an attitude — and a community into a true advocacy force.
