When insight-led content drives relevance and propels sales
We needed to increase Simple’s brand market share, with the likes of L’Oreal and Neutrogena trading off innovative new products and a glossier image. We needed to re-engage with young women and convince them Simple was a relevant and exciting choice. It was clear to us that Simple needed to be part of make-up and beauty trends conversations – not a cleansing product conversation. Over the last five years we have helped the brand establish credibility in this area and leverage the opportunity presented by social media and social influencers which has made a large impact on the results of the campaign.
Client
CAPABILITY
- BRAND STRATEGY
Agency Team
Leveraging reach to drive growth
For our latest campaigns we collaborated with the world’s biggest girl band, Little Mix, and created a limited-edition range of Simple Skincare products. To launch these products, our Simple x Little Mix campaign ran across VOD, DOOH, and social and featured Jade, Perrie, Leigh-Anne and Jesy as they experiment with the different make-up looks, constantly changing their minds along the way. The girls each have their own style and are never afraid to try something new because they know Simple effectively removes their make-up so they can experiment again and again.
We leveraged the band’s phenomenal reach through content that lived on in social outside of the campaign. Along with Boomerangs, Instagram Stories and “What’s in my bag?” content, we created custom snap lenses and custom IG stickers – a first for the brand and the band. Our IG stickers were downloaded a whopping 68 million times! We also activated a social partnership between Simple and Superdrug, involving longer-form content for the retailer’s channels.
