The overall objective for all of the Benefit Brow range activity was to lead and dominate the category worldwide – think Brows, think Benefit. We were tasked to create a social campaign that would create as much noise as possible and reach new users both within and beyond the beauty category.
Introducing The Great Browdini: the brow magician that can magically transform your brows by providing live brow advice via Twitter to all your brow queries and quandaries! We encouraged the Twitter community to send in their brow dilemmas and in exchange, promised a real-time response in the form of a tailored piece of content, product recommendation, tutorial, or a fully bespoke personalised video.
Throughout the course of the live day, Browdini responded to his audience providing personalised brow content and advice. The activity saw an engagement rate that was 100% higher than brand average, resulting in over 90 million Twitter impressions and a 4000% increase in mentions of #benefitbrows on the day compared to the average.
RESULTS
4000% uplift in mentions of #benefitbrows
90m+ twitter impressions in one day
100% higher engagement rate
90m+ twitter impressions in one day
100% higher engagement rate