Nicole Drinkwater
CREATIVE DIRECTOR // COPYWRITER
Social
The Challenge: Thanks to a strong social presence, awareness and sales of LUMIFY were growing. Because of this momentum, the brand team asked us (their social media agency) and all partner agencies to think about "how high is up" for the brand and present ideas for how to take the brand to new heights.
The Solution: Launch LUMIFY on TikTok with a splash. Of all the ideas presented, getting LUMIFY on a new social channel with an all-new audience and capabilities to create unique content stood out above the rest. To do so, we created a hashtag challenge campaign that capitalized on what makes the LUMIFY brand and product unique for beauty enthusiasts. The goal of the challenge was to inspire trial and create a mechanic that helped consumers visually understand how the brand makes people feel good and confident in both their appearance and attitude.
Awards: CHPA Self Care Marketing Awards Finalist: Best Overal Social Media Campaign
Business Intelligence Group’s PR & Marketing Excellence Award for External Campaign of the Year
We kicked things off on TikTok with a video introducing the #LUMIFYEyeDance Challenge.
We worked with agency partners to amplify the challenge across in store, print, PR, and experiential.
The #LUMIFYEyeDance Challenge became the main event during a month-long traveling sampling tour.
The challenge garnered 42.2 million impressions and increased LUMIFY's social following by 97%. User submissions kept flowing in.
We utilized our eye dance content and user-generated videos for more product-specific content for the brand.
And celebrated our winner with an all-expenses paid trip to NYC and a makeover with a celebrity makeup artist and hair stylist.
