COLLECTION: #MixersNightIn
Steve Barton
Campaign details
Brand owner: LF BeautyAgency: Advokator and PegasusBrand: COLLECTIONCountry: UK
Executive summary
This case study describes how COLLECTION created a new line of cosmetics called 'Little Mix by COLLECTION', in order to capitalise on the Little Mix girl band phenomenon, fill a gap in the cosmetics market for young cosmetics' consumers, and drive a new generation of customers for the brand. COLLECTION produced '#MixersNightIn', a promotion designed to get thousands of Little Mix fans (who called themselves 'Mixers') sampling and celebrating the new make-up range right across the...