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.

 Take a second.  Close your eyes.  Think.  When do I feel absolutely, completely, 100% myself?  Is it you right now? Sitting there at your desk reading this.  Is it a you from the past? When you went against the status quo, and strutted down the hall with bright pink streaks in your hair.  Are you dressed in head to toe sparkle shining in the stage lights? Maybe you’re rocking 5 inch platforms because who says men can’t wear heels?  Whoever that you is - that you that makes you feel completely comfortable in your own skin - is welcome in the Almay Class of 2018. A new generation revealing their true selves.  So Embrace your true you because that you makes you feel awesome.  Join us in Revealing the True You because that you calls for a celebration!     

Take a second.

Close your eyes.

Think.

When do I feel absolutely, completely, 100% myself?

Is it you right now? Sitting there at your desk reading this.

Is it a you from the past? When you went against the status quo, and strutted down the hall with bright pink streaks in your hair.

Are you dressed in head to toe sparkle shining in the stage lights? Maybe you’re rocking 5 inch platforms because who says men can’t wear heels?

Whoever that you is - that you that makes you feel completely comfortable in your own skin - is welcome in the Almay Class of 2018. A new generation revealing their true selves.

So Embrace your true you because that you makes you feel awesome.

Join us in Revealing the True You because that you calls for a celebration!



 

The Results

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

 


The event

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


The Box

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.


The Content

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. 

Event Recap Examples

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Beauty Tip Examples

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Yearbook Quote Examples

Superlative Examples

Check out all content created for this campaign with #AlmayClassof2018