We architected a digital content campaign for Madonna, the biggest name in pop music, who brought her eponymous skin care line, MDNA Skin, to the US this summer. We teamed up with our PR department and Japanese mega corporation MTG to create a robust, 25-video program that includes how-to, viral, and advertorial branded content. Aimed at spreading the word about this revolutionary skin care line that combines cutting edge technology with rich Italian history, we created a video campaign that was equal parts educational and entertaining.
Full Picture Productions designed this social - first video campaign to create hype and awareness, as well as educating the consumer on this high-tech line. Videos ranged from launch date teasers, viral videos with the Instagram meme-king The Fat Jewish, product tutorials, BTS sizzle content of the editor events, internet breaking videos with drag star Milk, and in-store launch at Barney's. We made sure to hit as many corners of the internet as possible to ensure maximum reach; if you have skin, you need MDNA!
For the Spa Day concept, we knew we needed to create something so thumb stopping that it would be impossible to scroll past, and the only logical answer seemed to involve Madonna, Rosé, and The Fat Jew in curlers. From there, magic was made and the two new BFFs delivered hilariously shareable moments that catapulted their spa day onto the screens of millions. Whether you're a meme fanatic or a pop music junky, this video had something for every one. With such a diverse audience between the two, we brought together worlds that might not have collided otherwise. This video was also accompanied by BTS footage that provided viewers with the always coveted peak behind the curtain and all access pass.
When creating Express Yourself featuring Milk, we wanted to lean into the icon that Madonna is, while establishing her as a trustworthy source for your skin care. In the legacy of Madonna, a champion of creativity, individuality, and embracing one's uniqueness even when existing outside of the norm, we chose to create a video with RuPaul Drag Race star Milk. Milk's unique approach to gender bending performance art and high concept fashion was a perfect fit to help embody Madonna's message of empowerment. By having Milk recreate some of Madonna's most iconic style moments we communicated that her skincare line is just another achievement in her long list of career iconography, and by using Milk we applied the narrative of Madonna's revolution of being who you are, loving yourself, and embracing beauty in all of it's shapes and forms.
Another integral part of the campaign was the how-to and tutorial videos. We created an arsenal of user friendly tips and tricks because we believe it is just as important to include utilitarian pieces, offering instruction on how to get the most out of the MDNA products.
The combination of all these above concepts (and more) proved to be the perfect storm for MDNA skin, and we are beyond proud of the results.
With over 90M unique video impressions, an approximate $3 Million dollar ad equivalency, Full Picture created a full 360 degree, buzz-worthy wall of content for the announcement and launch of MDNA Skin.
Our videos were covered in media outlets like Entertainment Tonight, Access Hollywood, Us Weekly, People Magazine, Bustle, InStyle, The Daily Mail, Popsugar, HelloGiggles, and more.
PRESS FOR SPA DAY WITH THE FAT JEW
