Blue Heaven
#OBeautyBeautyChallengeBlue Heaven is a 40-year-old legacy beauty brand that is trusted and affordable. Known for its Kajal and Sindoor, brand has contemporary makeup products, facial kits, massage creams, exfoliating scrubs, hair gels, perfumes, hair removal creams and other personal care products. Setting a trend in the decorative beauty care segment alongside working systematically with the evolution of trendy color patterns, themes and designs.
Campaign Setup
OPA would send a Pre-Packed hamper consisting of 4 Lip Colours, 1 bold pencil Kajal, 5 bling nail paint & 4 bold eyeliners. Influencers were to create a final makeup look using the products sent & follow Blue Heaven's hook step on newly launched song 'O Beauty! O Beauty!' while applying the masscara.
Influencer
Selection
We wanted influencers who would create a good final makeup look and had experience making trendy videos. So influencer selection was done by prioritizing 2 things - beauty as core genre of content and good video engagement (3 sec+ views). We were able to get high follower count influencers to participate as guidelines/deliverables were actually fun to create.
Followers
Interests
City
Age
Results
Conclusion
Campaign was successfull in getting the song viral & reaching a large audience. It also successfully revamped the brand image & positinoning, introducing the brand to the GenZ (young professionals & college students) as a pocket friendly & cool alternative to their cosmetic needs. The campaign got around 3M views (3 sec-views) & an Engagement rate of whooping 36% as content was trendy and fun, thanks to good ideation