Bobbi Brown takes makeup social media campaign to the extreme
Bobbi Brown is partnering with GoPro and extreme female athletes to promote its new long-wear eye collection through social media.
Athletes Kelia Moniz, Roberta Mancino, Hannah Teter and Julia Mancuso are sharing image and video content featuring themselves participating in extreme activities while sporting Bobbi Brown long-wear. The campaign will last for a month and integrates numerous forms of social media, such as YouTube and Instagram, along with the hashtag #longwearlifeproof created by Bobbi Brown.
"I think the utilization of Go Pro footage is genius," said Danika Daly, CEO and president of Danika Daly Public Relations, New York . "It makes the campaign and its message more genuine.
"People love a first-person point of view, which is why Instagram and selfies are so popular, and that is the feeling this campaign elicits," she said. "It is one thing to read about long-wear makeup, but every makeup brand out there says their makeup is long lasting.
"I think this is a nice deviation from showing a photoshopped model or celebrity applying their makeup and saying it is long-lasting. Showing the makeup in action on popular extreme athletes proves the point, surfing in makeup shows it is actually waterproof and does not simply say it on the label."
These women are prominent members of the extreme sport community and are GoPro-sponsored athletes. Most importantly for Bobbi Brown, the women were also chosen for their noteworthy presence on social media.
Gold medal strategy
Ms. Moniz is a professional surfer and a model for apparel brand Roxy, while Ms. Mancino is a base-jumper, sky-diver and international model. Hannah Teter snowboards and Ms. Mancuso skis.
Ms. Moniz is a professional surfer and a model for apparel brand Roxy, while Ms. Mancino is a base-jumper, sky-diver and international model. Hannah Teter snowboards and Ms. Mancuso skis.
Both are Olympic gold medalists.
GoPro, which originally started as a camera attachment for surfboards, focuses on creating highly durable and waterproof high-definition video technology for extreme-action. The cameras have become extremely popular with not only athletes, but filmmakers and everyday consumers sharing videos through social media.
The company has now created a team of prominent athletes and Olympians called Team GoPro, of which Ms. Moniz, Ms. Mancino, Ms. Teter and Ms. Mancuso are members. The women are all using GoPro cameras to film footage for the #longwearlifeproof campaign.
The style and look of GoPro footage is recognizable by fans of the brand as well as a large number of consumers. Simply seeing the GoPro style can pull in a substantial amount of consumers.
On YouTube, an array of videos are showcased on the official Bobbi Brown channel as well as the athletes? channels. The first video introduces the campaign with a compilation of footage of the women participating in various adventurous activities and promotion of the campaign hashtag.
Other videos focus on each individual athlete applying makeup, discussing their unique lifestyles, performing in a sport and talking about the wearability of the makeup. Images on Instagram are shared following a similar format with stills from the video.
Sharing the content throughout all social media and the athletes' accounts broadens the audience for the campaign and helps create a greater awareness for the new line. Partnering with the prominent influencers allows Bobbi Brown access to their fans.
Additionally, using video and images helps add credibility to the campaign's long-lasting formula claim. It is important to give consumers a visual of what the brand is discussing; this is what attracts people.
Adventurous marketing
This type of campaign featuring visuals of adventure along with popular athlete figures is a successful and trending marketing tactic.
Recently, department store Macy?s partnered with photographer Tim Kemple of camp4collective in a series of YouTube videos, photographs and social media posts pertaining to adventure and sports to promote the retailer's sport and activewear lines (see more).
It is also imperative to connect to what is important for the brand?s demographic. Creating that overall brand image and attempting to associate with what is of value to the consumer is essential to a successful campaign.
Footwear brand The Frye Company did just that with a 20-part docuseries on Instagram and YouTube to further secure its brand image as an authentic and artisan-based manufacturer (see more).
All of these factors that Bobbi Brown has incorporated into this campaign, together has created a sturdy formula.
All of these factors that Bobbi Brown has incorporated into this campaign, together has created a sturdy formula.
"Sharing this footage on social media adds to the personal nature of the stories and of course, with social media people will share, tag their friends and click through for more," Ms. Daly said. "It also helps that the athletes involved are popular because it will appeal to their fan base as well.
"I think this campaign is going to be incredibly successful," she said. "It ties celebrity, extreme sports, makeup, social media, and GoPros all into one video and demonstrates the product in a real and fun way, that sounds like a winning formula."
Final Take
Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York