Dark Side. Light Side. Which Side Are You On?

The idea tapped into the essence of what fans love about the Star Wars franchise. The ongoing saga of the force pulling you towards the light or luring you to the dark side. Visually it was brought to life via bold, edgy beauty looks inspired by characters from the movie - 3 from the light side and 3 from the dark side.

Additionally an overt strong call to action was organically integrated into the idea, which allowed the Brand to activate and engage with fans in a provocative way and gave the campaign a sticky hook to execute across touchpoints.

Campaign kicked-off using interactive technology across all touchpoints. Specially marked packs designed with interactive feature let shoppers scan and access product/beauty content in stores on their mobile phones.

Campaign premiered with media event featuring touch screen motion enabled screens, allowing editors to interact with products/beauty looks. Event featured a surprise appearance by COVERGIRL Janelle Monae madeup in her campaign look.

The interactive print unit featured in Vogue September issue launched the campaign featuring beauty looks and an augmented reality experience. Readers could trigger the experience with their phones to access beauty/tutorial content.

TV spot featured all 6 beauty looks romanced and shot using cinematic programmatic lighting and featured products in 3D.

Digitally, the microsite featured interactive shoppable videos, allowed users to access tutorial information and directly purchase products while viewing.

And interactive OOH units featured in malls across the US enabled shoppers to interact with looks and products.

-4 Straight weeks of business growth over the competition during the quarter in which the campaign ran (Oct-Dec 2015).

- Limited Edition products sold out 4 days after launch on Walmart.com

- Drove 43% engagement on how-to interactive shoppable videos (industry average is 6%)

- Drove increase engagement on social platforms out performing all campaigns to date.