Client
Douglas
Overview
Douglas, as the market leader in the German beauty retail market fell short in targeting young audiences. With an omni-channel and social-first communication concept this target group was brought into the new and exciting world of Douglas.
Client
Douglas
Industry
Cosmetic, Beauty-Retail
Service
Digital Creative Direction
Art Direction
Motion Design
Social Media
The Challenge
The Challenge was to strengthen relevance and brand per- ception for a brand that was perceived as "old" – among one of the most difficult target groups out there – millennials.
The Solution
To bring Douglas into the mind of young female Millenials and to gain relevance, we collaborated with three influencers present in relevant categories: fitness, lifestyle, beauty and fashion, Pamela Reif, Farina (novalanalove) and Julia (xLaeta) and executed a socialmedia-only campaign. To give the target audience a reason to go to Douglas stores or their online shop, we created our own product line together with these influencers - the “Kiss Kit”, a very limited edition lip colour kit that is unique to each influencer. To bring awarness to this campaign we used the influencers’ channel to tease their audience about the upcoming product launch and combined it with a meet & greet in the Douglas stores.
The Result
The overall campaign reached over 82Mio impressions in just a few days. We improved brand perception in the relevant target group by 14% and were able to drive them to the stores and increase in-store-revenue by 19%.
