THE WILKO MASCARA THAT BROKE THE INTERNET
Idea
High-street and online retailer, wilko, challenged Brazen to raise awareness of its Essence make-up range and position it as a credible health and beauty retailer.
Brazen spotted an eye-catching before-and-after photo posted online by redditor EllieDaisyLouise of her luscious lashes following use of wilko’s mascara – the visually striking shot of her super volumised lashes encapsulated in one image everything wilko wanted to say about the product and its benefits – when it comes to make up, a picture really is worth a thousand words!
Quick off the mark, the team reactively issued a bespoke ‘Best Kept Beauty Secret’ mailer to key beauty editors across national and consumer media and top beauty influencers.
The mailer included a detailed media pack, with images, a press release highlighting the key USPs and a sample of the product – challenging journalists to put the so-called “magic” mascara to the test against more expensive, leading brands.
Impact
Blanket
national coverage including Daily Mail Online, The Metro, The Sun and a mass of consumer magazine coverage including Glamour, Cosmopolitan and Hello!
361m
consumers reached
288%
increase in sales of Essence Lash Princess Volume Mascara wow
708%
increase in sales of Essence Lash Princess Volume Mascara yoy
300%
increase in sales of Essence False Lash Effect Mascara Princess wow
723%
increase in sales of Essence False Lash Effect Mascara Princess yoy
