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.
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