Prada Paradigme
Male Fragrance launch in the Benelux through social first creators
BRIEF & OBJECTIVES
Prada wanted to launch its biggest male fragrance of 2025 in the Benelux: Prada Paradigme, a bold new interpretation of masculinity.
The challenge: how to introduce a luxury fragrance to Gen Z and Millennials in a way that feels culturally relevant, authentic, and emotionally resonant
Objectives:
-Build awareness and consideration among Gen Z & Millennials in Benelux.
-Position Prada Paradigme as a new expression of modern masculinity.
-Translate the fragrance’s identity into creator-led storytelling on TikTok and Instagram.
-Create consistency and impact through a two-flight influencer strategy.
In short:
How to launch a luxury fragrance through real male identities. Beyond stereotypes and labels
INSIGHT & CAMPAIGN STRATEGY
Insight:
Masculinity is no longer defined by one archetype. Today’s generation sees identity as fluid, layered, and personal. They connect with stories, not stereotypes.
Strategy
We built the campaign around the idea of individuality beyond paradigms. Prada Paradigme became a symbol of men who define themselves, on their own terms.
Core Idea:
Beyond labels. Beyond categories. Beyond paradigms.
Creators were invited to express what makes their identity unique and how they do things differently.
Creator Approach
-A curated selection of 7 male creators across Benelux, each with a distinct identity and audience.
-Strong emphasis on selection and brand alignment, with profiles carefully chosen and approved by the fashion house.
-A diverse mix of fashion, music, lifestyle, and culture-driven creators, able to translate Prada’s luxury DNA while staying true to themselves.
Media & Platform Strategy
Flight 1:
- TikTok & Instagram activation with creators
- Boosted TikTok profiles to maximize reach and impact
Flight 2:
- Fully organic content on TikTok & InstagramÂ
- Same creators to ensure consistency, recognition, and long-term brand association
RESULTS
- 54 posts in the Benelux
- 85K+ engagements
- 3.47% average engagement rate
- Strong visibility for the biggest Prada fragrance launch of 2025 in Benelux
- Consistent creator storytelling across two flights
- High-quality, brand-aligned content that redefined masculinity in a culturally relevant way
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