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SILKYGIRL's Coffeeholic Eye Shadow Palette needed a standout presence in a crowded beauty market. To differentiate and create buzz, the campaign merged the trending café culture with beauty. This was achieved by creating relatable content, using influencers for tutorials, and linking it to the allure of popular coffee drinks, nurturing a deep connection with the target audience's lifestyle and interests.
In a saturated beauty market, the new Coffeeholic Eye Shadow Palette needed a unique appeal. The challenge was to capture the attention of the young demographic, who are constantly bombarded with beauty product options and tend to seek unique and trendy makeup experiences.
Our strategy focused on building relationships through the blend of café culture and eyeshadow marketing. We created content that paired the Coffeeholic palette with popular coffee drinks, capturing a modern, retro vibe. This approach aimed to tap into the lifestyle and interests of our target audience.
We executed the strategy by building relationships through social content and collaborations with beauty micro-influencers. These influencers connected the palette’s features to personal experiences in tutorials and swatches, emphasising its versatility and quality.
The campaign's nostalgic and chic aesthetic further amplified its appeal. A giveaway was also conducted to further maintain launch hype and engage with fans.
The Coffeeholic campaign’s huge success was not just due to the products but also on the relationships it fostered. The Coffeeholic Eye Shadow Palette sold out online shortly after its launch, demonstrating the impact the campaign had. It resonated deeply on social media, reaching millions and surpassing industry engagement benchmarks. This success is a testament to the campaign's ability to connect with its audience on a personal level, as shown in the statistics:
Sold out in 4 months online from the launch date
People were reached
Engagement rate on social media
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