The team was charged with helping Coty launch the new Sally Hansen Color Therapy line and achieve #1 status as the innovator in color cosmetics. As part of the overall product launch, a focus was placed on creating buzz and awareness around the Sally Hansen Color Therapy nail products available on the Shopkick app. A secondary focus was placed on highlighting the rewards, ease, and multi-faceted nature of the Shopkick platform to target specific audiences – in this case, the "nail pamperer" (women 25-54).
By tying to the 2016 holiday season and highlighting Color Therapy's unique Argan oil formula and the variety of colors and care products included in the line, the team went hard and fast to engage 12 key beauty and fashion influencers best suited to reach the "nail pamperer" audience. We tasked the influencers with chronicling their personal experiences to find the perfect holiday-ready nail look using the Shopkick app. The 12 influencers demonstrated to their avid followers the process from viewing branded Sally Hansen Color Therapy in-app content to locating their local store to heading in-store to make the purchase. The influencers, who had an average reach of 200,000+ followers, gushed over the new Sally Hansen Color Therapy line, demonstrating genuine brand excitement while finding creative ways to showcase product with beautiful, eye-catching assets. Action shots captured the easy-to-digest Shopkick app experience - sparking awareness and conversation around its functionality and benefits, while positioning the app as a new way to shop smarter.
Secured participation from 12 top-tier influencers (Advice from a 20 Something, Classic in Gray, Dash of Darling, Glam Latte, Hapa Time, Irene Sarah, Jessakae, Love, Olia, Meet at the Barre, Oh to be a Muse, Pretty & Fun and With Love Lily Rose). The activation resulted in a total of 12 blog posts and 57 social media shares across Instagram, Twitter, Facebook, and Pinterest delivering 3.6MM earned media impressions and 49,914 follower interactions.
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