Engaging a whole new audience

The idea was to capture a new, younger audience – women aged between 18-25 – by collaborating with fashion designer We Are Handsome. Selected Manicare, Glam by Manicare and Lady Jayne products were given a makeover with We Are Handsome prints. The video was designed to engage a younger audience, and featured three girls who represented our target market, wearing and using the products

 

Getting behind the scenes

We created a hyperlapse of the three girls behind the scenes, getting their hair and makeup done and applying the lashes and nails themselves. The behind the scenes footage gave a sense of exclusivity and authenticity, and emphasised how easy the nails and lashes – typically thought to be time-consuming and tricky to apply – were to use.

iphone

Promoting conversion

To encourage conversion, we created an online competition hosted on MygoodEbox. Entry was conditional on buying at least one product by the selected brands. The major prize – a Westfield makeover valued at $1000 – acted as a good incentive, as did the daily prizes of beauty kits containing the featured products.

Being where they are

Our targeted digital banners were served to people who were near Priceline and other stockists, and social listening was used to target people talking about going out / getting dressed up. We had three different executions – general brand, Melbourne Cup, and party season – which rolled out at the relevant times, to improve engagement.