Sally Hansen approached Big Fuel to revitalize their online social media presence. The task was to be dual focused: help shift their online audience to a younger demographic while simultaneously launching a new product, The Triple Shine nail polish. Big Fuel tapped into influencers and utilized video to reach the new, younger demographic as well as steer Sally Hansen's social tone in a new direction. This would be the start of a year long process that help revitalize and refocus the Sally Hansen social audience. Additionally, the Triple Shine nail polish launched well, with the social audience still using the social campaign hashtag of #ShineOn in reference to the brand and product.
Sally Hansen was looking for a way to position themself as an inspirational brand that encourages self-expression and further increases the awareness of the Triple Shine nail polish collection. They were also looking to reach and engage with a younger audience.
From March 31st – May 17th, Big Fuel launched #ShineOn – a cross-channel, influencer campaign that showcased photos and videos of popular personalities and customized nail art designed by Miss Pop Nails. Some of Sally Hansen's top #ShineOn content was shared by campaign influencers within the music, sports, travel and fashion industries, which also helped drive audiences to cross-channel content. Our influencers were carefully selected and were on the brink of becoming stars and shining in their own right. For example, our music influencer was a contestant on The Voice, and as the promotion launched, it timed with the news of her receiving a recording contract. This helped elevate the content and show the young followers that if they push forward, they can shine like never before.