global group Creative Director
// Concept, Pitch, Creative, Film Marketing, Product Marketing, Strategy, Product Development

Proctor & Gamble
// COVERGIRL

2013

Led strategic planning and secured licensing for COVERGIRL’s first global entertainment collaboration. Developed and launched limited edition Star Wars-inspired products, including 10 collectible mascaras. Partnered with renowned makeup artist Pat McGrath to establish product credibility and create iconic makeup looks. Managed influencer collaborations and beauty vloggers to generate organic buzz through editorial content and videos. Spearheaded the launch of the campaign with a gatefold feature in Vogue's September issue, bolstered by exclusive content on Allure.com. Coordinated media coverage in 12+ major beauty publications, including Allure, EW, Vanity Fair, People, Vogue, and Elle. Executed a robust 8-week prime-time TV campaign complemented by targeted digital marketing aimed at female Star Wars fans on platforms like YouTube and IMDb. Oversaw the creation of a customized Amazon e-commerce experience to drive online engagement and sales. Achieved significant campaign impact, becoming the #1 trending topic on Facebook and generating extensive PR exposure.

Responsibilities

Challenge

CoverGirl needed to do something out of the ordinary to inspire consumers and drive retail sales. In 2013 we convinced COVERGIRL to launch a new product collection inspired by The Hunger Games resulting in +400% sales increase and what Amazon called “the best utilization of platforms they’ve ever seen”

In 2015 we needed another marketing tent pole to be a catalyst for the brand in Q4. So we built on the proven success of Hunger Games, and turned to Star Wars, the #1 grossing film franchise in the world with a rabid fan base of 12MM women. CoverGirl would make motion picture history as the 1st brand to ever market Star Wars to the female fans.

soulution

A very first global deal for P&G, we led the creation of limited edition products and 10 collectible mascaras.

To set COVERGIRL up for success we:

Led the licensing of the franchise marks
Earned credibility through Pat McGrath to create the looks
Created organic buzz with influencers and beauty vloggers to make editorial video for every day looks
Launched the campaign with a gatefold unit in the September issue of Vogue
Exclusive product slide show and unboxing video on Allure.com
12+ beauty publications including: Allure, EW, Vanity Fair, People, Vogue, Elle and Harpers Bazaar
8 weeks of high impact Prime time TV
Micro targeting of beauty & female Star Wars fans on digital sites like YouTube and IMDB
Customized Amazon ecommerce experience