Nails Inc launches Magnetic Effect campaign with MCBX
Nails Inc has appointed MCBX to launch the first paid-for integrated campaign for its Magnetic Effect nail polish range, fronted by T4 star Jameela Jamil.
The agency won the account after a competitive pitch against four undisclosed rivals. It will run a multi-channel campaign encompassing print, digital, in-store and social media.
Nails Inc is also launching a ‘Magnetic Effect’ microsite featuring competitions, giveaways, nail art tips and an attempt to create the world’s longest virtual handshake.
Starting with Jameela, fans will be encouraged to upload their own handshakes to join a variety of celebs and create a never-ending, rolling chain of handshakes. Every person to join in the chain will be entered into a prize draw to win £3,000 of shopping vouchers to a store of their choice along with the new Magnetic Effects polish.
And MCBX has set up a partnership between Nails Inc and Look Magazine, which includes a promotional shoot with Jameela, giveaways and a series of advertorials, both on and offline.
Kate Amarnani and Amy Williams, managing partners at MCBX, said: "Spanning a number of channels, it’s an opportunity for nails inc to do something genuinely new and exciting with its consumers. It’s always highly rewarding to create great media-first propositions for ambitious challenger brands."