The #WanginyaBikinGemes campaign introduces Cussons Baby Cologne’s 6 new variants with Moodscent™ technology and redesigned bottles, addressing the challenge of conveying fragrance benefits through digital media. Grounded in neuroscience, the campaign leverages the link between scent, the limbic system, and mood enhancement, translating olfactory experiences into multisensory digital interactions.

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The campaign begins with a TikTok AR filter, “Mood Explorer,” where users select a cologne variant (e.g., Vanilla Relax, Berry Joy). Each choice activates tailored visual animations (e.g., blooming flowers, swirling fruits), soundscapes (calming melodies, cheerful tunes), and haptic feedback to simulate the fragrance’s mood-boosting effects. This immersive experience drives users to a gamified microsite, designed as a 360° whimsical world. Here, they explore zones tied to each fragrance—solving puzzles to “collect” scent notes while learning about Moodscent™’s science, including Jacobson’s organ and the limbic system’s role in emotional response.