Get millennial beauty junkies to reconsider Bobbi Brown by launching a lip product with an integrated campaign.
Approach
We looked to social insights and startup brand tactics to reimagine the traditional go-to market strategy—expanding channel mix to things like influencers, paid social, UGC and pop-ups—and shifting to micro-content productions to step up brand agility.
A new take on content
We delivered a campaign playbook outlining our layered content approach, our social and influencer strategy and a global calendar that brought it all together for the lifetime of the campaign.
Powered by influencers
Our Influencer Trip brought together 25 top global influencers and 45 micro influencers in NYC for three epic days, generating a slew of social content and reaching over 25M beauty junkies all over the world.
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The results
The Crushed Lip campaign crushed all expectations and stepped up brand relevance for Bobbi Brown among millennials.
