Social Content Marketing | Photography | Online Video | Online Activation |Website Development| Interactive OOH
“#ComeToLight.
NARS invites all makeup lovers to come to the lights. Regardless of different light conditions, you could always find your skin perfect with flawless radiance.”
Background
NARS was introducing an upgrade of two of its flagship products, Natural Radiant Longwear Foundation and Radiant Creamy Concealer.
Both products deliver an instant perfection of skin tones under any light condition.
The Content Funnel
To demonstrate the makeup results fully, we applied a video marketing strategy that incorporated the same core message across multiple formats to reach our potential customers.
30-Second Awareness Video
To maximise a broader reach and generate awareness, we produced a 30-second thematic video.
The goal of this video was to capture the audience's attention and project a brand image for our new products.
15-Second Consideration Video
Then we re-targeted the audience with a 15-second social media friendly video.
This time we leveraged on the social celebrity power of our spokesperson Kelly Cheung.
In the video, she shared her secret makeup recipes with her unique character. Just like the way she always does on her personal social media profile.
6-Second Product Feature Video
Finally, we re-targeted the audience again with three 6-second videos.
As a reminder of this new products launch, this time, we went for frequency.
As there are three major killing features of the products, we delivered the messages in a single-minded fashion.
Campaign Activation & Event Hub
To continue the conversation with our target audience after seeing the ads, we created a #ComeToLight campaign hub to house all the activation activities and event content.
The site acted as a product site and creative content hub. Visitors could also register for redeeming product samples and joining our exclusive event.
Once registered with their personal information, the visitors could attend a selected NARS retail outlet, scan a mobile QR code at the #ComeToLight interactive panel, and then collect a sample set that was pre-selected based on her individual needs.
#ComeToLight Event Activation
#ComeToLight Shimmers & Mirrors Kaleidoscope
To create social buzz, we designed a #ComeToLight photo booth at a distinctive pop-up store of NARS.
We installed many light tubs and mirrors in the photo booth to create a fantasy kaleidoscope effect.
The atmosphere echoed the #ComeToLight concept too. It was also an excellent opportunity for visitors to show off their flawless skin under different light conditions.
Most importantly, it created photo opportunities for the events that invited numerous influencers, magazine's beauty editors, and NARS' VIP(s).
After the event, we aggregated all the photos shared on Instagram under the #ComeToLight hashtag and featured the most popular ones in our campaign hub.
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#GrabYourLight Foundation Finder
Samples Vending Machine
Visitors could pre-register with their preferences online or answer a few questions at the interactive panel in person.
They would receive a unique QR code from their mobile phone. Then they could scan the code and collect their sample set from the vending machine instantly.
This interactive vending machine was installed at not only NARS pop-up store but also the selected retail outlets. It became an essential ice-breaking creative tool with the new NARS customers during the launch period.