Pick whichever analogy you’d like to compare—the Super Bowl, Christmas, the release of the latest Taylor Swift album—Beauty Brand’s eight-week Liter Sale is its biggest event of the year. A sale of this magnitude brings with it massive amount of hype, which Beauty Brands was not just ready for, but used to its advantage.
With its Super Bowl approaching, Beauty Brands wanted to spread the word about the Liter Sale, which ran from June to August, across every available medium. The brand turned to DEG to create a cross-channel campaign that promoted the sale in an entertaining and effective way, while maintaining consistent messaging for the brand. Thus, Liter Sale Laney was born.
In the span of a week, and with the sale coming up fast, DEG created its concept for the campaign, which embraced the hype of the event by giving the sale its fictional number-one fan: Liter Sale Laney.
In the span of a week from initial assignment to concept to approval—and with the sale coming up fast—DEG created its concept for the campaign, which embraced the hype of the event by giving the Liter Sale its fictional number-one fan: Liter Sale Laney. Laney channeled the excitement felt from Beauty Brands’ core audience, taking it to the extreme—including weight training with liter bottles and decking out her car for the event—using her fandom to not only promote the event, but to drive action.
Laney stormed across Beauty Brands’ channels, appearing in video, imagery, and audio across TV, radio, social and paid media, and email. Again, the turnaround was rapid, as the campaign was live within two months of Laney being conceptualized, with DEG leading creative and strategic aspects. Understanding that a 30-second TV spot, while important, was just one aspect of a larger plan for success, DEG also used two days of video shoots to collect more than 30 pieces of video content engineered to live digitally and enhance the campaign, including vertical video, gifs, and cinemagraphs. These efforts focused on sending customers both into the stores and to Beauty Brands’ ecommerce site to make purchase online.