MiN NEW YORK Russia Influencer Campaign: Building Niche Fragrance Awareness Through Expert Communities
Build awareness for MiN NEW YORK among niche fragrance audiences in Russia through expert-led influencer content.
230.9% of the forecasted reach achieved.
Background
MiN NEW YORK is a luxury niche fragrance brand built around craftsmanship, composition and expert perception rather than mass-market promotion. In Russia, the brand was officially represented and exclusively available through the Gold Apple (Zolotoye Yabloko) retail network.
Goal
The client needed to build awareness specifically among niche perfume buyers, deliberately stepping away from broad luxury targeting, lifestyle pools, and adjacent categories. One of the key challenges was audience definition: niche fragrance shoppers do not always follow standard luxury patterns, making "luxury reach" inefficient.
Solution
Strategy
The strategy was based on the fact that the Russian niche perfume market is centered around specialized platforms (Fragrantica, Parfumo and Sommelier du Parfum app (Google Play, App Store) and professional communities. RMAA prioritized authoritative niche bloggers over mass-market channels to build reputation through expert reviews and personal experience.
Campaign execution
RMAA managed the campaign through influencer selection and coordination. We selected 4 specialized bloggers based on their level of expertise and audience trust rather than nominal reach (number of subscribers as of November 2024):
- fetish.parfum - Instagram (62.4K), fetishparfum- YouTube (253K)
- Zapahni - Instagram (214K)
- KRISTEN VOVK - YouTube (43.2K)
- Maria Vyshar - YouTube (32.6K), Telegram (5.3K)
Platforms
Content was placed as native integrations in long-form YouTube reviews and Instagram/Telegram posts. Instead of direct ads, the focus was on detailed composition breakdowns and professional discussions, supporting the brand's positioning as an expert in complex scents.
Results
Here is how the campaign turned out in numbers:
- Total Audience: 623,430 followers.
- Actual Reach: 213,608 views (230.9% of the forecast).
- Engagement: 3,328 interactions.
Following the influencer campaign, a steady increase in branded search queries on Yandex was recorded, indicating higher brand interest and awareness of MiN NEW YORK among the Russian audience.
- November 2024: 3,902 branded queries on Yandex
- December 2024: 4,433 branded queries on Yandex
- Growth: +13.6% MoM (Month-over-Month)
"With brands like MiN NEW YORK, standard ads just don't work. You can't just target 'luxury buyers' because niche perfume fans are a completely different crowd. Instead of chasing big bloggers with millions of followers, we went straight to the small, hardcore expert communities on YouTube and Instagram. That’s where the real trust is. In the end, a 13.6% jump in search queries proved we were right: when you know exactly how the niche works, you get real results."
