Objective: Launch Sonya Dakar’s the new Rose Gold Radiance Mask to beauty editors, influencers and VIPS in both NYC and LA - highlighting the product’s points of difference including color, skin benefits and key ingredients.
Strategy: Wetherly secured an exclusive with Allure.com and ideated a creative, interactive delivery where the new product was placed within a rose gold balloon filled with confetti. Recipients were then instructed via collateral to pop, share and reveal Sonya’s latest innovation – setting them up for the perfect social shot.
Results: Over 35 organic social posts including @LeaMichele (5.1M followers), @LaurenBushnell (1.2 M followers) @TeddiMellencamp (369k followers) and top beauty editors at Health, Real Simple, Bustle, ELLE, US Weekly and Teen Vogue. The launch garnered 3.5M media impressions and approx. 17 million social media impressions.