We launched Fanicure on opening day of the NFL season, and throughout the following five months, created contextual content across all of our platforms—content that showed women how to create and celebrate their unique fan looks. Every week, we promoted specific team rivalries and complementary nail art “how-tos” across Facebook, Pinterest and Instagram. Tumblr became our hub for “snackable,” shareable content, and Twitter gave us a platform for real-time interaction with passionate female fans.

The Fanicure NFL kickoff post on Facebook spurred nearly 117,000 social actions—indexing at 4500% versus our average daily posts—along with 1.38 million impressions. That response, along with buzz on all of our social properties, drove us to continuously generate new, fresh content for this hungry audience. That included expanded and highly targeted content on social platforms, plus experiential tactics including “nailgating” (our spin on the popular on-site pregame partying known as “tailgating”). The brand enjoyed a steady buzz in digital and traditional media, stronger autumn/winter sales, and a deeper, broader social conversation about COVERGIRL.