There are many ways to connect to GenZ: and we’ve done almost all of them.
Each tactic tackles a different challenge. We work with our clients to figure out the custom solution—and the insight behind it—that’s strategically right for their goals.
Tapping into timely cultural moments
Timely collaborations tap into audience passion points, earning brands the right to enter the conversation. We worked with longtime client e.l.f. Cosmetics to design a custom activation that authentically tapped into culturally relevant activations and naturally embodied the brand’s commitment to making luxurious beauty accessible to all. The result? An exclusive NYFW runway partnership with fan-favorite designer Christian Siriano that spanned an entire weekend. The activation included a fan contest, exclusive influencer dinners and suites, and inclusion from a variety of influencers who offered trend advice, supporting social posts, and makeup tutorials around the event. Collectively, the weekend earned press coverage from over 20+ target media outlets and drove over $600k in earned media value from 46 posts and nearly 13 million impressions.
Mobile tours that broaden brand awareness
To help Bare Escentuals reach their target audience - the efficient, on-the-go woman in with a fast-paced lifestyle - and drive sales, awareness, and boutique visits, we designed a 45-city, 28-week mobile “Rethink the Quickie” tour that brought fast, fun and free beauty “makeunders” to busy women across America.
Traveling in a fleet of hot pink vans that transformed into mobile beauty salons, the tour required nothing less than military precision while planning the campaign: the skills of a rock-n-roll roadie, the design smarts of a hip decorator, the buzz of a beehive of influencers, and most essentially: the expertise of a small army of professional makeup artists and brand ambassadors that were able to impart the Bare Escentuals brand essence on our target audience. The program, with over 261 tour days in 33 different states, completed over 40,000 personal makeovers, captured 17,500 new emails, distributed 600,000 coupons and 350,000 samples, and earned over 40 million media and social impressions. The lifetime value of new customer acquisitions is estimated at over $3.2M.
Influencer programs that convert
Influencers are leading the conversation, and audiences are listening: their opinions are trusted and valued by their fans and followers, with whom the influencers engage on a daily basis. The right influencer extends that equity to the brands they work with, and the brands who tap into it through custom, strategic programs will see measurably higher sales conversion and ROIs. In addition to facilitating, sourcing, managing, and reviewing all influencer content, contracts, and contact, we’ve also overseen influencer capsule collections, produced large-scale, social-forward events, and designed multiple brand-sponsored influencer trips. These travel moments not only generate buzz, but build an aspirational ethos and lifestyle for the brand that tells a bigger experiential story. To promote the launch of e.l.f. Cosmetics’ protective Beauty Shield line, we brought a group of influencers to Coachella to tell the story of the line - packed with antioxidants and SPF - against the harsh, sun-drenched festival backdrop. The weekend included an Instagram-worthy boutique hotel, a product photoshoot, fan giveaways, and the best fan engagement and sentiment the brand had seen to date. Throughout the weekend, the six influencers generated over $983k in EMV for the brand.
Social-friendly pop-up experiences that drive engagement
Operating off the insight that temporary curated experiences - especially ones that allow and encourage guests to create personalized, shareable content - drive massive engagement, we worked with Shiseido to build a pop-up experience during fashion week in NYC around the relaunch of Shiseido makeup. The experience, grounded in the collection’s textural cornerstones and inspired by the brand’s Japanese roots, was immersive and multi-sensorial, with guests walking through rooms inspired by the collections four textures - gel, dew, powder, and ink - to explore the new range. Additionally, the pop-up featured a Japanese photo exhibit by photographer Mike Rosenthal as well as a reserved-seating Japanese tasting menu inspired by the four textures. The weekend attracted over 1,500 guests over four days, almost doubling the program’s KPI. It also earned over 227M total media impressions and 31M+ total social impressions, lining up with the brand’s KPIs of increased social conversation and awareness.
Grand opening events that encourage consideration
To celebrate the store’s grand opening at The Grove, we helped Sephora intercept consumers with a surprise and delight ‘Let’s Beauty Together’ experience, featuring mini makeovers and live demos. Over two days, audiences and lines formed to learn about the latest looks from Fall Fashion Week as well as in-store education programs unique to the Sephora brand. The event environment had a behind-the-scenes Hollywood vibe and served as the perfect stage for 16 of Sephora’s most vibrant and approachable artists to play host, friend, and expert. Upon completing a makeover, consumers were encouraged to visit the new store to shop and redeem a free gift with any $25 purchase. Over two days, we reached 45,000+ passersby each day, performed 400+ makeovers, and produced 14 hours of live product demos.
Sponsorships that resonate
We helped Rodan + Fields expand their tried-and-true #GoNakedDay program beyond existing consultants by securing rights for the brand to become the exclusive skincare sponsor of the highly-publicized Solstice event in Times Square. With 8,000 active yogis participating, the event was the perfect place for the brand to reach new audiences who are already makeup-free and feeling comfortable in their own skin. The sponsorship included an interactive Rodan + Fields pop-up Skincare Sanctuary, where users were encouraged by brand ambassadors to take a makeup-free, post-yoga Naked Selfie - which was then projected onto a jumbotron in the heart of Times Square, alongside the multiple other branded screens (including the Thomson Reuters sign, standing at 22 stories tall). For every selfie posted, R+F donated $1 to the company’s non-profit organization, empowering people to support a good cause while also encouraging healthy self-esteem and confidence.
Launch parties that increase buzz
We worked with e.l.f. to source, execute, and manage a custom capsule collection with beauty influencer @jkissamakeup. Her first major brand collaboration, the collection features a custom eyeshadow palette, gel eyeliner, and mascara, all inspired by important moments in Jkissa’s life. To celebrate, we designed and produced an intimate launch party with social in mind, hosting Jkissa’s closest friends and peers in the beauty community. Hosted at a notable tattoo parlor in Los Angeles - Jkissa is known for her love of ink - guests were able to receive tattoos and piercings from the city’s top artists, received custom earrings inspired by the collection’s packaging, test out the new products, and create content in our neon light installation. The result? Added buzz on social, brand alignment for e.l.f. amongst content creators, and a good time, to boot.
Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.
Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.