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Campaign: Launching Kat Von D Beauty
What did they ask us for?
With the help of Wildbytes, we had the opportunity to design the launch of Sephora’s Kat Von D Beauty line in Spain. Spain was the first European country to launch this brand, one that, in only a year and a half of existence in the United States, has become one of the most brands within the segment we call make up junkies.
Kat Von D is a tattoo artist, businesswoman and celebrity, known for, among other things, her participation in the television program L.A. Ink.
What did we do?
The campaign had two fundamental axes:
– A social influence plan with active listening on social networks to detect the right people to be sent a surprise delivery. In addition, a strategy with YouTubers in which they did product unboxing and urged people to participate creating User Generated Content.
– The first videomapping of the face of a person broadcast live for the whole world. Six months of work to create a piece that would convey the essence of the Kat Von D Beauty line.
What were the results?
– 90 million online impressions.
– It became the most shared content in the history of Sephora Spain.
– During the campaign, in-store traffic rose 25%
– Reference to campaign across dozens of different media as one of the most innovative campaigns of the year.
– International awards:
– Silver at the Clio Awards
– Honouree at The Webby Awards 2016
– Merit in The One Show
– Platinum in Hermes Creative Awards
Published in : FLUOR Projects