When people think of KVD Beauty, many think 'gothic' and 'dark'. Our brand vision with the 'Reckless Pink' activation was to turn the tide of people's perception of the brand as only promoting dark gothic colors, and instead did the complete opposite by promoting the summer's hottest color: PINK. We promoted our pink shades of our iconic Everlasting Hyperlight Liquid Lipstick and did a takeover of our edgy Reckless Pink theme across all channels including dotcom, social media, retailer channels, and with an interactive event in NYC. The goal was to make people stop and think of KVD, not just as a dark goth brand, but to bring lightness to our brand awareness in positioning a pink lipstick as equally bold and empowering as a black lipstick.
Our 360 degree strategy for the Reckless Pink activation included dotcom, social media, retailer channels, and an interactive event in NYC. KVD Marketing team worked cross functionally with our dotcom team, our creative team, and brand team to bring this Reckless Pink story to life in all our channels. We took over the social feed with a wall of pink assets, including custom tease + launch videos that incorporated CGI/AI graphic design. We also created a custom TikTok Capcut effect with a content creator as well as having Drag icons Sugar & Spice make a guest appearance at our Reckless Pink event in NYC. During our Reckless Pink event, we had a pink pop-truck wrapped in our creative theme with a photobooth, claw machine, and tooth gem station.
We had a 60% lift in community engagement vs. the prior month and we had a 90% lift in conversation volume driven by our Reckless Pink social activation. There was a total of 3.1M social impressions on our owned KVD Channel content alone, which was a 28% lift from the prior period. Our follower growth was up by +10K during the Reckless Pink activation and we increased +4 ranks in our SOV for the month vs. prior month.