P&G Beauty
THE ASK:
Amplify P&G's beauty portfolio with SKU specific branded content.
INSIGHT:
Meet the audience where they are at each point in the shopper journey.
IDEA:
Partner with digital media giants from Amazon, Google Unskippable Labs to build custom programming and technology. launch sku specific campaigns.
RESULTS:
Build an integrated marketing practice centered around technology and media partners to amplify P and G's beauty portfolio presence.
Pitch Perfect 2
THE ASK:
Create a branded content deal between P&G's beauty brands (Cover Girl, Olay, Pantene, Schick) and the smash hit NBC Universal franchise Pitch Perfect 2 for it's global release including influencer, shoppable e-commerce, and in-store applications of the partnership.
INSIGHT:
There is a little bit of Bella in all of us, but it is up to each individual to play to their strengths
IDEA:
Drop in strategic product placement during key movie moments, highlight Bella-worthy looks with influencer videos, college campus take-overs and in-store hype upon the movie release.
DELIVERABLES:
Multi-brand Creative Campaign (Cover Girl, Pantene, Schick, Skintimate)
Media Partnership
Content Direction
Social Media
Retail
Pantene + Target
THE ASK:
To justify the claim 2 Times Stronger Hair When You Use Pantene Shampoo and Conditioner” Pantene needed to come up with a social activation and sell more conditioner in the process.
INSIGHT:
Around the world girls connect and bond with each other over hair—they comb it, braid it and style it together. While there are fewer opportunities to do each others’ hair as they grow up, they still look to their friends for styling advice and product recommendations.
IDEA:
We’ll help women across America bond over hair through a social sweepstakes with influencers @Targetdoesitagain and let them rediscover that through Pantene and friendship; they’re #strongertogether.
RESULTS:
Pantene increases their sales at Target by 4x their quarterly goal.
DELIVERABLES:
Social Media Influencer Campaign
Sweepstakes
Retail Partnership
SKII + Huffington Post
THE ASK:
Increase awareness and sales for the SKII brand in the US market where there is currently 1% penetration through a 360 Integrated branded content offering, while keeping the global brand purpose “being the best you without compromise” front and center.
INSIGHT:
She believes she is “at war with aging,” or eventually will be, and she wants to be armed
with all the tools she needs to live her life so she’s in control. She’s not one to just sit idly by and let life happen.
She is empowered by the many choices around her, taking what she needs to create her own, unique path forward.
IDEA:
Forging the first-ever partnership of a media company and advertising agency, Leo Burnett and The Huffington Post we will combine brand purpose with influencers and journalists to prove the brands claims of "being you without compromise" we will ignite transformation through the power of storytelling...
Truth Serum
DELIVERABLES:
Creative Direction
Content Strategy
Media Partnership
Olay.com
THE ASK:
After a successful partnership with Amazon.com where P&G rolled out 80+ Olay Product Pages with SKU specific content, their reviews and purchases increased by 32% they realized it was time to apply the same learnings to Olay.com.
INSIGHT:
People shop e-commerce via skin concern first when exploring followed by product type unless it is a repeat purchase. For drugstore brands consumer reviews based on age; and skin type play more into the purchase choice than marketing campaign information and brand claims.
IDEA:
Build an interactive website showcasing the expertise of Olay’s extensive R & D with the support of the fans/customers who love them.
RESULTS:
Engagement on Olay.com up 15 - 22% month over month the first year of the e-commerce relaunch.
DELIVERABLES:
Creative Direction
Ecommerce Content Strategy
Consumer Testing
Created a tool to prove our products work. We created the first ever Skin Advisor Web App which relies on artificial intelligence and proprietary deep learning technologies to analyze a user's skincare needs and track results of continuous use, right at their fingertips.
Write editorialized content based on SEO analytics of common skin questions and concerns.
Make articles shareable, shoppable and regimen building.
