Meet CoverGirl's New Cover Boy and Crew
Meet CoverGirl's New Cover Boy and Crew
Clio 2017 Winner
BUSINESS CHALLENGE: Being out-paced and out-spent, COVERGIRL needed to be disruptive with its new mascara launch. We needed to breakthrough to our audience during a politically charged election year when everyone was distracted in America.
STRATEGY: Today’s mascara users are jaded, fickle and looking for dramatic proof that a product really works. ‘So Lashy’ mascara had a promising benefit, to deliver a dramatic lash effect, no matter the lash type (i.e., lashes that are short, stubby, long, straight, etc.) COVERGIRL needed to prove So Lashy mascara was designed for all lash types, so we decided to demonstrate product effectiveness on the most unlikely candidates. We started with an unknown beauty boy, James Charles (a rising Instagram talent with barely 10K followers) and expanded to include a cast of diverse micro-influencers, including the first woman in a Hijab to represent a beauty brand.
IDEA: COVERGIRL introduces So Lashy, the first equal opportunity mascara that works on all lash types. To prove that So Lashy doesn’t discriminate, we elevated a diverse cast demonstrating the product benefit, all the while changing the beauty landscape and social conversation.
EXECUTION: We launched So Lashy exclusively on social media through our owned and earned channels and let PR do the talking. COVERGIRL’s Cover Boy and friends were in the top 5 trending topics on Twitter for 3 weeks straight, beating out the presidential election and the world series.
RESULTS: The So Lashy campaign generated over 2.4 billion impressions on the first day of launch and increased our owned social media footprint by 2.5 million followers. COVERGIRL, a mass beauty brand, was featured in the prestigious style section of the NY Times in back to back weeks.
The mascara became the strongest launch for the brand in the last 3 years and hit $3 million in sales in the first 2 months.
Function Before Form for 3.1 Phillip Lim
BUSINESS CHALLENGE: 3.1 Phillip Lim burst onto the fashion scene with a singular vision; to make designer clothing that didn’t cost a fortune. Most startups obsess on the product and make the mistake of ignoring the importance of branding. Joining 3.1 Phillip Lim during the early stages of development as a designated brand team, we were tasked with establishing the company with an identity in preparation for scale.
STRATEGY: Phillip Lim and his partner Wen Zhou had a clear vision for the product and huge aspirations for the business. Our job wasn’t to tell them what 3.1 Phillip Lim should be, but instead, we needed to help them harness and clarify the abstract notion of “brand”; informing how 3.1 Phillip Lim should show up in the world. We found the most integrity and authenticity around beautiful pragmatism. We built the 3.1 Phillip Lim brand around the idea of romancing reality (note: ask me about “the pockets”). We infused this brand ethos into everything from product naming to events and all creative content.
EXECUTION: Once we established a concise identity for 3.1 Phillip Lim, we went to clean house, ensuring that every piece of collateral and each consumer touchpoint was consistent and uniquely identifiable. Establishing a product naming plan, logo development, website overhaul, e-commerce launch, launch of our owned social media as well as brick and mortar store and pop-up shop strategies.
RESULTS: In just over four years, 3.1 Phillip Lim has become an international luxury brand stocked in over 400 boutiques and department stores worldwide. A darling of the press and beloved by the fashion consumer, the 3.1 Phillip Lim brand of fashion and accessories is established in the hearts of millions.
Tracey Norman Makes Clairol Hair Color Feel More Real
Cannes Lion 2017 Winner
BUSINESS CHALLENGE: To transform Clairol Nice’ n Easy from a dated drugstore brand to a relevant, talk-worthy brand that champions self-defined beauty.
STRATEGY: Clairol was fast becoming a dated brand in a category where old-fashioned could be a death sentence. To save the brand’s future, we leaned into an unexpected story from Clairol’s past. Tracey Norman was one of Clairol’s models 35 years ago and she had a surprising personal story we knew would bring attention, interest and relevance back to the brand. While an aging, black, transgender model was the antithesis of the old standard of beauty – for Clairol, she was the perfect example of what it means to be beautiful today.
IDEA: We brought Tracey back to tell her remarkable story and re-define the standard of beauty in our category. Partnering with Advanced Style’s Ari Seth Cohen, known for creating content as an ode to the confidence, beauty, and fashion that can only be achieved through the experience of a life lived fully.
RESULTS: We touched a genuine emotional chord, putting Clairol Nice’n Easy back in the spotlight. This very “real” story resonated with people globally and sparked a cultural conversation – one which moved beyond beauty with international pick-up in lifestyle publications (Harpers Bazaar, People, New York Magazine), industry trade outlets (Adweek, AdAge and Campaign) and the news (BBC, The Guardian and Huffington Post). Additionally, celebrities such as Laverne Cox, Perez Hilton and Jada Yuan shared the story helping us reach and inspire women Clairol wasn’t previously talking to.
Clairol’s Real Color Story with Tracey Norman reached over 311 million earned impressions, generated more than 4.6 million video views and spurred over 17.6 thousand social shares. The brand experienced a 23% increase in units sold over the lifetime of the campaign.
Revlon's Repositioning Makes the Supermodel Modern
BUSINESS CHALLENGE: In its heyday in the 1970s, Revlon helped usher in the age of feminism and the age of the Supermodel. Since then, the brand lost its focus, vibrance, electricity and authenticity. We needed to bring back Revlon’s spirit of independence and make an emotional connection with a new Millennial audience.
STRATEGY: Reinstate and refresh the fundamentals that the Revlon legacy was built on. Reestablishing a beauty point of view and celebrating strong women with an electrifying presence and a progressive attitude. We needed to relaunch the brand with a loud anthem to make the brand feel proud of their roots and hopefully attract a new audience to join our bold community.
IDEA: ‘Live Boldly’, more than a campaign, more than a tagline, Live Boldly became Revlon’s attitude and was infused into everything the brand did. Live Boldy said color, it said social impact, it celebrated bold women and bold product performance.
EXECUTION: Set to the soundtrack of Dua Lipa’s ‘Blow Your Mind’, we released a flurry of Revlon videos into the online universe. The videos featured some of the most magnetic and impactful Supermodels of our time, including Ashley Graham and Adwoa Aboah. The women were free to enjoy the product and their sisterly bond on set and the resulting content oozed with confidence, freedom, and their innate panache as the background lyrics sang, “If you don’t like the way I talk, then why am I on your mind?” At the Live Boldly release party, where infamous tattoo artist JonBoy was applying temporary tattoos to our guests, Ashley Graham opted for a very real tattoo. After all, we did say to ‘Live Boldly!"‘
A runaway sales hit and social media phenomenon
Effie 2017 Winner
BUSINESS CHALLENGE: COVERGIRL needed to reinvigorate the brand and put it back on Millennials' radar in a post-internet, social media age. The goal was to make COVERGIRL buzz-worthy in social and create crave-ability for the products.
THE STRATEGY: From Queen Latifah to Ellen Degeneres, COVERGIRL was famous for their selection of spokespeople. As most brands, COVERGIRL was accustomed to partnering with their ambassadors as static “faces.” To breath new life to the brand we needed to pivot our strategy. We decided to utilize our latest ambassador, Katy Perry, as not just the static “face,” but, for what she truly was - a cultural zeitgeist. Katy was the “queen of the internet” and a media platform in her own right, the #1 most followed person on Twitter. If 1% of Katy’s Twitter fans purchased a product, It would become a COVERGIRL best seller!
THE IDEA: ‘Katy Kat’, a complete makeup world, co-created by Katy Perry and COVERGIRL. We positioned the makeup line as a creation especially for Katy’s fans and sold directly through her social media channels (predating Rhianna’s Fenty and even Kylie Cosmetics mania!)
THE EXECUTION: We promoted the collection organically, during key moments of Katy Perry’s beauty life such as Coachella, The Met Gala, Vidcon etc. leveraging Katy as a media vehicle to speak directly to her fans.
We also created the Katy Kat House, an over the top mobile experience that allowed visitors to enter the brand world and explore 8 rooms that housed product education, cute kitty cats, Katy Perry out-takes and tutorials.
Once our paid media turned on, through television, digital, social media, print and other vehicles, we invited people to discover the collection at the Katy Kat House.
THE RESULTS: A runaway sales hit; a social media phenomenon; tremendous brand PR.
Within just one hour of launch, #KatyXCovergirl was trending on Twitter and Facebook.
We generated over 1 billion earned impressions in the first three months - more than triple from previous COVERGIRL launches. Reputable beauty publishers picked up the story and continued to drive momentum (Vogue provided an exclusive look at the making of the collection online).
We surpassed Walmart expectations, Katy Kat lipstick pre-orders set records over the launch, selling the equivalent of 40% of their year 1 expectations in just one weekend and driving incremental shipments (Source: Walmart). Walmart executives proclaimed, “honestly, this campaign blew the roof of anything else we’ve ever seen, so many units in one weekend is insane.”
And…we exceeded our “Katy indicator,” Katy Kat makeup sold to over 1% of Katy’s millions of Twitter fans!
Delta Hotels Find The Emotional Benefit They Can Offer
BUSINESS CHALLENGE: In 2015 Marriott International acquired the Delta hotel brand for $168 million taking over the management and operations for 38+ properties and 10,000+ rooms. In reviewing the Delta Hotels equity, the Marriott brand team was struggling to understand the tangible brand purpose and emotional value for their core audience, a target Marriott coined as the “Streamliner.” We were tasked to discover the emotional benefit Delta Hotels should deliver to guests, the ‘why’ of their brand existence.
STRATEGY: It was vital to become immersed in the category and more importantly, the person, mapping the known behaviors of “The Streamliner” to the core of their personality. Leveraging a behavioral assessment tool built out of the DiSC theory created by psychologist William Moulton Marston, we polled self-proclaimed Streamliners to learn about their deepest motivations.
The learnings were clear, Streamliners were results-driven and analytical, routine was central to them and they craved to feel in control with the freedom to make quick decisions. Streamliners felt liberated when assured by competence from their brands. Delta Hotels brand purpose was to empower Streamliners, giving them a sense of control and delighting them with a focus on details (note: ask me about real versus fake plants in the rooms!)
A New Way to Sex Care
Brand launch Fall 2019.
The Biggest Loyalty Program in the World
Marriott Rewards®, The Ritz-Carlton Rewards® and SPG® merge to become the biggest loyalty program with the largest database. Launch Spring 2019.
A Startup with Traction Needs to Expand Their Audience
Brand relaunch coming Spring 2019.