Almay Class of 2018
Role: Concept, Creative Direction
Copywriter: Rylee Maron Deisgner: Lisa Lombardi
Our team was brought in to implement an influencer program to act as an example for all Revlon brands moving forward. Our approach included a three-tiered approach, with light, medium, and high touch groups. For the broad tier of about 600 influencers, we sent a carefully crafted gift inviting them to participate in the program. The mid-tier - our refined tier - received the package and was given creative briefs to create two pieces of content on their own. Eighteen influencers were hand-selected to receive the royal treatment. With this select group, we co-created content that told our campaign story.
223 Co-created assets
175+ Organic (non paid)Instagram Stories
7.8% Almay Community Growth in first month
600+ campaign assets posted
100 Organic (non paid) posts to date
138 posts driving to sales with trackable bitly links
Our exclusive influencer event celebrated the select 18 influencers. Every detail was custom to the Class Representatives. From customized lockers, to a trophy wall, we had it all. Each influencer head their headshot taken to use in the content we were co-creating
We wanted to send a gift to each tier of influencer that they couldn't help but take a picture of. Filled with the new Almay 2018 collection, a customized letterboard, and a yearbook, this holographic box encouraged participation at every level.
To bring the story to life, we ideated various pieces of content for each tier of influencer to create - whether that be high touch co-creation or on their own. The content included beauty tips, yearbook quotes, and superlatives to tell a robust story of these unique individuals and the new 2018 Almay collection.