Launch a 60 second video campaign to educate consumers on features and benefits of new nail product launch - nail color and treatment in one, taking into account that the majority of views will come from Facebook and Instagram on mobile devices. Engage users to "take a breather", a main selling point of the product as well.
Break through the noise of Facebook feeds with a visually engaging and fun video driven by stop-motion animation, creative presentation of text and engineered sound effects. We designed video for consumption in two modes:
1) Consumer does not have sound turned on their mobile phones: DIY style video format to immediately pull them into the video - illustrating major components of the product with large format text in lieu of captions.
2) Consumer has sound turned on his mobile phone: Trigger ASMR (Autonomous Sensory Meridian Response) with music/sound effects to create a calming sensation.
We used an illustration style reminiscent of water color and arts and crafts feel to create a fun and intimate experience. Because all the action is driven by the hands, the nails remain an esthetic focal point.
1) Millions of views across multiple Facebook campaigns and Instagram and high level of engagement with fans.
2) Drove online sales and press, helped open new accounts and ultimately, participating retailers co-opted video for their own social followings on Instagram and Facebook.
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