About This Project
Summary
COVERGIRL has been an iconic brand for girls all over the world since its founding. Part of the brand’s ethos is that "anyone can be a COVERGIRL." So, off the back of what could be called the “Year of the Girl," we proved that truly anyone can #BEACOVERGIRL. We turned the search for the next cover girl into a contest open to anyone - a first for the brand! Mega and mid-tier creators launched the contest, encouraging their followers to enter. 302% more entries than expected and $10.6M in EMV.
Goals & Objectives
To help the brand stay relevant, we had to raise awareness for COVERGIRL on the platforms where Gen Z was going for inspiration (and competitors were fighting for attention). Along the way, we needed to maintain high brand visibility, impact, and trust (VIT) as well as strong earned media value.
Results & Impact
From a combined 17.5M followers, our 14 creators struck a chord with the culture and achieved: $10.6M EMV 302% more entries (and user-generated content) than hoped for (1,608 entries vs 100-400 targeted) 1.4M organic views 58.4k organic engagements 1.64M organic reach 2.17M organic impressions
JOIN THE NEWSLETTER