SASS creates interactive campaign for makeup brand Collection 2000
Cheshire agency, SASS has developed a five-month interactive media campaign for British make-up brand, Collection 2000.
A first for the cosmetic brand, part of the Vivalis group, the initiative aims to increase Collection 2000’s brand awareness and cement a position at the forefront of fashionable and fun make-up trends, as well as engaging consumer audience in the brand and its products.
The campaign invites aspiring fashion and make-up gurus to the F.A.B (Fashion and Beauty) www.collection2000fabset.com microsite to upload their stylised images of themselves or their friends, showing off their creative flair for fashion and make-up trends.
Entrants are given campaign packs with tips on how to promote their look and gather votes, to increase their chances of being crowned one of the winners. This also includes downloadable banners to feature across their social network profile pages.
Four winners will make the Collection 2000’s F.A.B set and will be used as brand ambassadors, being involved in new product development and having a new product made and named after them.
Bolstered by offline activity to drive and sustain interest, the campaign incorporates a media partnership initiative with IPC’s Look magazine, alongside digital and social networking elements developed by SASS, including blogs and forums to encourage visitors to the site to discuss the products and brand.
The campaign is to run online via the dedicated microsite, and will be supported by three Look advertorials spanning a five-month period, showcasing. Promotional elements will also include online banner advertising across IPC’s core female-focused websites, InStyle.com, MarieClaire.com and Look.co.uk. Sponsored newsletters will also feature, all supported by social networking activity across sites including Facebook, You Tube and Twitter, all of which will link back to the F.A.B microsite.
Sarah Fozzard, senior brand manager for Collection 2000, comments: “By interacting with our core audience and generating excitement in the brand, we can own more ground and increase our share of voice, whilst giving our consumers the opportunity to tell us what they think and help develop the brand, which is priceless.
“This campaign uses digital media to interact and engage with our core consumers, and fits with our brand values perfectly. We have high hopes for what it will bring to the brand.”
Ian Waddington, managing director at SASS, commented: “Collection 2000 has been an agency client for four years, and has traditionally utilised magazine advertising to support its brand and new products. However, their move to also embrace digital via an interactive campaign, including social media combined with an on and offline media partnership, will no doubt bring the brand to life for an audience that is very receptive to these channels of communication.
“The campaign reflects the direction the brand is going, and we are confident that it will resonate with savvy cosmetic shoppers. The results should prove promising, reinforcing key values among their key audiences.”
The media partnership was negotiated by SASS’ media partner MediaEdge:CIA.
www.sassagency.co.uk.