Assignment: Drive engagement with the CoverGirl Flamed Out Collection amongst the younger, influential beauty shopper, while driving traffic and sales at Target.
Insight: Our Magnetic Maven, an in-the-know beauty pro, finds pride in inspiring others with her unique style and sharing her beauty expertise in the digital space.
Solution: By enlisting Polyvore—the web’s largest fashion community—as our platform to host a Flamed Out look contest, we empowered our Magnetic Maven to create and share her own version of the Flamed Out look, in a style-focused way that could only be associated with Target. We challenged her to create a head-to-toe look, inspired by the Collection for a chance to win a Target GiftCard. Thousands flocked to the challenge and created stylish beauty sets that became shareable works of art. But more than that, each COVERGIRL item was shoppable, linking directly to purchase on Target.com. The result was a 30% lift in sales of COVERGIRL on Target.com, a lasting lift in national sales for Target beyond the length of the program and an award-winnning campaign.
Pro Awards 2014