The objective was to reach as many women around the world as possible. In order to capture their attention we placed the message exactly where they’d visit to learn about makeup: haul channels – the latest viral trend among women. These haul videos consist of ordinary girls who buy cosmetic then show off their “haul” in a video via a makeup tutorial. We worked with Nikkie, a famous haul-girl with over 170k subscribers and 25m views to broadcast our message. The video began like any other of her videos, narrating as she applies makeup, until she is suddenly flung towards the camera as if she had been in a car accident.

Without seeding nor one cent of media spend, the video accumulated over 150k views, 4,000 'likes', thousands of re-tweets and massive amounts of blog coverage within two weeks of going live. A multitude of comments demonstrate that the video has transcended the level that average “surprising” viral amounts to and has truly sparked a conversation about whether life is worth risking – even for the most beautiful makeup.