CoverGirl x Star Wars

Storm troopers, lightsabers and purple lipstick. Working with mass beauty brand CoverGirl to launch their limited edition Star Wars-themed make up range via a super secret launch event, social competition and targeted media campaign. 

 
 
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Project Elements

We worked with CoverGirl Australia and Pedestrian.tv to build hype for the launch of the limited edition CoverGirl x Star Wars makeup range. A social competition, targeted to fans of the brand, asked users to submit their best 'light side' or 'dark side' makeup look. The best entries won entry into an invitation-only launch event featuring a capsule collection designed by Romance Was Born, and a special performance by Tkay Maidza.

  • Content strategy

  • Digital strategy

  • Paid media strategy and implementation

  • Event social coverage and asset creation

 

Work completed for Present Company

 
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Celebrating an intergalactic partnership.


Content Forms & Channels

  • Social media: Facebook, Instagram

  • Purpose-built microsite

  • Influencers 

  • Print

  • Digital display

  • Digital partnership with Pedestrian.tv

 

Results

The success of the Australian campaign was deemed 'Best In World' by CoverGirl head office in New York, leading to a global adaptation and roll out of the campaign idea for subsequent markets.

  • 1,000 entries into the #COVERGIRLStarWarsAU competition on three weeks of activity

  • 370,000 impressions on competition submissions

  • Coverage in Cosmopolitan, Dolly, Girlfriend, Marie Claire magazines

  • Global roll-out of capsule collection based on success of the Australian campaign

 
 

 

© 2019, Louise Acret