Essie Colour Portraits

Creating mass talkability with highly targeted beauty influencer and blogger engagement.

IDEA

For essie, our approach combined influencers with creativity. Partnering with renowned celebrity photographer, Ian Rankin, we launched the ‘Colour Portraits Studio’. Key influencers and UK women were offered a once-in-a-lifetime photoshoot with Ian Rankin, which showcased their essie nails. These women became the true stars of our campaign.

RESULTS

We transformed essie from a cult beauty product into a mass lifestyle brand and made 2016 the most successful year in essie’s history –  delivering an 11% increase in share of buzz that outperformed all competitive brands. The campaign reached 24million with 249 pieces of coverage and influencer social media posts. #essiexrankin received 7 million impressions, with influencer social posts alone generating over 5 million. @essieuk gained over 1k new Instagram followers organically in just one day.

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