Numerous studies indicate the importance of a quality marketing approach for the success of a product, service or brand on the market. Through their efforts, development and innovation, marketing activities strive to recruit new consumers, retain old consumers and deepen their loyalty, all while constantly working to build a positive image and brand image. The theoretical background of the paper includes strategies for targeted marketing communication, the use of digital and traditional media, and the role of influencers in product promotion. The methodology involved collecting and analyzing quantitative and qualitative data on social media engagement, sales results, and return on investment. This paper aimed to analyze the marketing campaign for the newly launched Armani My Way Nectar fragrance, which was active in February 2024, with an emphasis on increasing brand awareness and sales results. A comparison was also made with the campaign for the same product line during the same advertising period in the previous year, highlighting and describing the success of this year's campaign compared to the previous one. The results showed that the campaign succeeded, with increased social media engagement and sales growth. The integration of various communication channels and the activation of influencers proved to be key components of a successful strategy. Ultimately, the results of the campaign analysis suggest that a clearly defined strategy and precise planning are crucial for the success of marketing campaigns.