Bobbi Brown
#StickTheLanding
TokTok Activation
↓
Brininging Millennials &
Gen Z together through a
nostalgic TikTok activation
that had an impact.
#StickTheLanding played on Gab Union’s iconic role in Bring It On, with creative content that engaged TikTok and Instagram users.
Objectives:
I
Launch the brand’s new Concealer product on TikTok and Instagram with a culturally relevant campaign
II
Target Bobbi Brown’s Gen Z and Millennial consumers with a talent partner that connects the two audience groups
III
Layer a PR element into the social-media first campaign
This Project Exemplifies
How to celebrate a new product through an in-culture content partnership.
What We Did
Developed a creative concept that highlighted the product benefits of easy application, playing into nostalgia.
Partnering with Gab Union, we created a bold piece of content that was posted on both TikTok and Instagram. The audio was leveraged by beauty influencers featuring the product, as well as retail staff. We also secured hero interviews in key publications, like Harper’s Bazaar, to push the brand, product and campaign further.