THE CASE

Eyebrow advertising has not changed much since the 1930’s, so when the time came to reinforce Givenchy’s ‘’LE MAKEUP’’ EYEBROW make-up category, Givenchy decided to test the normal conventions of make-up advertising with an innovative digital/social buzz Campaign

Brow products are in trend in Russia, but women in a big cities have such a hectic rhythm of life that they don't have a lot of time left for a make up session at home even booking and visiting a beauty salon is a luxury in itself.

It is a paradox that even with access to many different services only one click away on their smartphones (e.g. finance, taxi, governmental services, dating and many others), women still book appointment at their beauty salon for a professional make-up days in advance and with a phone call.

This gave us an idea...

Objectives

Insight

Strategy

Anchor 1

Execution

3 days before the campaign we launched a digital and social media buzz campaign and sent a newsletter to all women registered on UBER and Givenchy’s data bases. Beauty Bloggers also wrote about the experience.

During 10 days 50 UBER + Make-Over Cars rode in 4 different cities (Moscow, Saint-Petersburg, Kazan, and Ekaterinburg)

Only women could see the UBER BEAUTY button on their APP as well as the pop-up ad letting them know about the ‘’Beauty Ride’’.

Once the ride was over, women left with a gift bag filled with Givenchy Eyebrow Products.

Results

The campaign was a complete success with as many as 1M women reached.

During the buzz phase we got 26 PR articles worth 90K USD

300 Beauty Rides where completed out of the 9000 attempts to order the service.

Globally Make-Up sales increased by 23% and in the Eyebrow category it shot up to 129%.

In collaboration with UBER, Givenchy offered Russian Women a ‘’Beauty Ride’’ in the form of a mobile Brow Studio inside UBER+ Vehicles which they fitted with a professional make-up artist.

Once on board women could get a 10-15m flash make ups session before leaving or upon arriving at their desired destination.