Your Loved Ones
The Challenge:
To fill a gap in our media plan, and in order to push our base products in each category (Face, Eyes, Lips) we needed to come up with a social media campaign, collaborating with three popular influencers in the region.
it was a time when the brand was introducing its new visual guidelines, so we came up with an idea that falls smoothly in between the old and the new guidelines to be a very smooth transition in the visual communication of the brand, and reflect the joyful attitude that it stands for "Joyfully Parisian"
it was a time when the brand was introducing its new visual guidelines, so we came up with an idea that falls smoothly in between the old and the new guidelines to be a very smooth transition in the visual communication of the brand, and reflect the joyful attitude that it stands for "Joyfully Parisian"
the most challenging part in this campaign was the very limited budget, and the objective of creating something that maximizes sales without actually having a new product to offer, only some new shades of already existing products.
The Idea:
To maximize reach, we chose to work with three of the most popular influencers in the region, each influencer pushed one of our base products (best sellers), Healthy Mix foundation on the face category, twist up The Volume Mascara on the Eyes category & rouge edition Velvet on the Lips category, highlighting the new editions & new shades, and reinforcing the benefits of each product.
the best way to make this content easy to reach people and loveable as it should be, besides having a very limited budget, was to create a visually attractive, very light content that's straight to the point.
The main elements that were supposed to focus on reflecting in this campaign are "Joy" & "color" , so each influencer was wearing a bright color that was chosen for her, which is visually connected and inspired by the product she's pushing, we shot each influencer against bright color backgrounds that complimented these colors visually, and reflected the products as well, to communicate about Bourjois Best Foundation, best lipstick and best mascara, calling them "The Loved Ones"
The loved ones had a double meaning, as beside referring to the products you love from Bourjois, they also referred to the influencers you love who were supporting these products.
the models were directed to be themselves, in order to reach their audience who loves them as they are and impatiently wait for their news, besides having a joyful fun attitude that reflected Bourjois look & feel
we mainly focused on capturing: attitude, makeup results, product and shades, product application and benefits, following the plan and storyboard we created, and out of this footage, we created different assets to be used on different social media platform and reach the biggest number of audience, beside directing viewers to our online shopping for an easy shopping experience.
Hero Video:featuring all 3 bloggers & all 3 products to be run on Youtube.
Stills:
we shot each girl against the color that's linked to her, showcasing the product, product application, swatches and results, directing them to give the fun joyful attitude of the Bourjois girl, and we used these photo to create, carousels, GIFs and stories for different social media platforms
Carousels - Rouge Velvet The Lipstick - Twist Up The Volume Mascara - Healthy Mix Foundation
Product shots: we accounted for 1 photo for each product for budget limitation, so we shot them as collections and used these photos in different still assets, beside using them in videos to show the full range of shades/colors
Instagram page Look & Feel during the launch of the campaign
(videos & Photos)
Social Media assets, mixed between GIFs Stills & Videos for each platform to communicate about "The Loved Ones separately and together as one collection
