COTY

OBJECTIVE

When COTY approached Disrupt to amplify the launch of ‘BOSS Bottled Beyond’, the challenge was clear: drive authentic content creation and meaningful awareness without a paid creator budget to lean on. The send itself was considered, pairing the new men's fragrance with an exclusive branded mocktail kit designed to give lifestyle creators something genuinely worth posting about. Success would come down to who was asked, not how much was spent.

SOLUTION

The right creator, approached in the right way, doesn't need paying to post. Disrupt used existing campaign data to build a shortlist of creators already proven to engage with the BOSS brand, identifying profiles whose audiences, aesthetic, and content habits made them a natural fit for the campaign. Where client expectations needed to be managed, Disrupt provided the evidence to back up every recommendation. The campaign launched across Black Friday and the pre-Christmas window before being extended into January, where the branded mocktail kit gave creators a timely and authentic Dry January hook. No budget. No guesswork.