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Simple

When insight-led content drives brand relevance and propels sales

When we began working with Simple, the brand’s share had started to slip, with the likes of L’Oréal 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 – and over the last five years we have helped the brand establish credibility in this area and leverage the opportunity presented by social media.

 

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, our Simple x Little Mix campaign ran across VOD, DOOH, and social and featured Jade, Perrie, Leigh-Anne and Jesy as they experiment with 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, lnstagram 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.

 

Results

82M

 

Impressions

32M

 

Organic reach on Facebook alone

389%

 

Sales uplift

7%

 

Shift in brand loyalty

CLIENT:

Simple

AGENCY:

TMW UNLIMITED

DIVISION:

Marketing