As a brand launching at the height of a global pandemic, we knew that an in-person activation just wasn’t a feasible option for our launch. So we pivoted and brought the same great energy that we would’ve displayed at an in-person event to an online, digitalplatform where we could get to know one another a little better from the comfort of our own homes!
Issa house party, boo! In order to really make our audience feel connected to one another, as well as to the brand, we created a virtual house madeup of large interconnected rooms where our guests could mix and mingle(both over video and via chatroom), learn about our product variants, and even interact with Rihanna herself!From the virtual bar serving up Fenty Skin-themed cocktail recipes for ourguests to recreate at home to our Fenty Skin Spa featuring live Q&A from our Fenty Skin Ambassador, Sean Garrette, we truly had the whole place jumpin! Who you know doing it like Fenty Skin?!
Our virtual launch party caused a social media frenzy, spawning press mentions worldwide, including a headline in Harper’s Bazaar Arabia calling it “an event like no other.” Additionally, our posts on the @fentyskin Instagram generated some of our highest engagement rates to date, nearly doubling the industry average.
Here are a few responses we saw across social as users engaged with our virtual house party experience:
“From a digital strategy perspective, Fenty yet again sets the tone for all other brands to follow. By cultivating a virtual reality, consumers have the opportunity to party with Rihanna and actually be a part ofthe history. In the uncertain times of COVID19, being able to seamlessly and safely celebrate the launch without missing a beat is just another part of the digital revolution being televised. Where most brands are seeing a setback, Fenty is seeing opportunity” – Kyrah Arthur for Medium
“Now doesn’t it feel good when a brand ambassador actually is passionate and knowledgeable about the topic/product they are endorsing? I hope other brands take note, because it’s honestly a breath of fresh air to see talent win over just pure numbers. #FentySkinLaunchParty” – @theglossier via Twitter
“The #FentySkinLaunchParty is so innovative. It’s a whole EXPERIENCE.” [email protected]_me_min via Twitter
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