Studies

CLIENT: CoverGirl

CAMPAIGN: CoverGirl Lash Blast

Flight: September 23, 2009 - December 19, 2009

Focus: realbeauty.com

OBJECTIVE

• Reignite the product from its original launch in FY '07 & '08
• Drive trial to sustain the success of original LashBlast and build momentum leading up to the Blast Boutique Launch

SOLUTION

• Reignite the product from its original launch in FY '07 & '08
• As a premier launch partner of RealBeauty.com, CoverGirl received unprecedented branding and competitive advantages via integration within first-to-market interactive tools, advanced targeting and custom rich media ads. Campaign elements included:
  • Exclusive sponsorship of and custom integration within the Instant Makeup Makeover tool:
    • As the exclusive sponsor of the "Eyes" Tool Channel, CoverGirl Lash Blast received custom functionality, product surfacing, and 100% SOV throughout the experience
    • Expandable overlay with customized Lash Blast Volumizer functionality and Lash Blast colors
    • 2x Sponsored Engagement Touts with sequential messaging
  • Media ownership of Real Beauty's patented Beauty Book
  • Advanced Behavioral Beauty Targeting across entire Hearst Digital Network
  • Custom rich media ad creative development (co-promoted CoverGirl LashBlast and the Beauty Book)

EXPERIENCE

• The CoverGirl Lash Blast sponsorship experience allowed users to see the effect of Lash Blast-volumized lashes on their own photos, prompting deep and personal engagement with the brand and product family