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.
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
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