Cosmetic company Benefit has kicked off a social media campaign in support of its Porefessional line of face primers as it looks to build on the success of its Agent Zero Shine campaign last year.
Developed by1000heads, the Pore O'Clock campaign runs throughout January, during which Benefit will aim to discover the city with the most passion for Porefessional via a series of videos and social media activations.
The campaign includes a sampling initiative through the use of Twitter's API to drive consumers to counter, partnerships with beauty influencers, an interactive microsite with digital heat map measuring the conversation around the activity, and a call to action for Porefessional fans to win a Benefit party in their city.
Michelle Stoodley, social media manager at Benefit Cosmetics, commented: “We were absolutely thrilled with 1000head’s approach to the launch of the Porefessional: Agent Zero Shine in 2014. With the #poreoclock hashtag trending twice in the UK last year, Benefit is eager to see the results of this latest collaboration and we are confident that 2015 will be the year of Pore O’Clock.”
To kick off the promotional activity, Benefit is staging 'Spy Gal' stormings - a flash-mob style dance routine and sampling activity that will take place around the UK and Ireland throughout January.