As a niche French perfume brand, Etat wanted to break into the U.S. fragrance market…with a bang.

Our marketing agency wanted to embrace the unique personalities of the Etat team and take the maxim “no press is bad press” to heart.

With the Bad Reviews campaign, we took the not-so-nice reviews, added an ironic twist with French Renaissance paintings, and responded with the same amount of sass, spice & everything nice to garner even more attention on socials.

The campaign landed a 10.4K% Sales Increase, 260K+ Ad Engagement, 16M+ Impressions… and even celeb status (being featured as Billie Eilish’s fave fragrance!)