Orange is the New Black & Benefit

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Brief

Brief

Drive awareness of Netflix’s original content, the third series of Orange is the New Black, through an engaging partnership targeted at women aged 18 – 35.

How did we create change?

Using our Co-Creative service Mediator developed a ‘Swag Bag’ concept and secured leading beauty brand, Benefit as a partner to help amplify the campaign.

The ‘swag bag’ concept linked the key characters from the show with specific Benefit products such as Piper and ‘Dandelion’, Alex Vaus and ‘It’s Real’ eye liner and Red with ‘Benetint’. Any customer buying two or more of the products received a free Netflix OITNB tote bag.

To support the activity, Benefit ran two Facebook competitions, had make up artists at the pre show screening and promoted the partnership through in-store POS.

Results

The partnership enabled us to reach over 1.5m 18 – 35 year old women with a message about the third series.

The digital activation achieved a huge 10% engagement rate, 50% higher than average for Benefit.