OBJECTIVE
Engage influencers to launch and communicate the product benefits of the brand’s newest eye cream launch – Estée Lauder Advanced Night Repair Eye Supercharged Complex.
ABOUT THE PROJECT
BMF conceptualized an immersive activation in Los Angeles to engage influencers and media. A highly curated guest list was invited, including DJ and TV personality James Kennedy, on-brand bloggers, influencers and creators, driving buzz around the launch.
Attendees traversed a museum-like retrospective entrance tunnel highlighting the milestones of Advanced Night Repair’s scientific innovation. The experience enveloped guests in a dramatic day-to-night transition that contextualized the product’s blue light protection. In the Digital Detox Lounge, guests could relax and recharge under a night sky of star-filled constellations, while a blue light bedroom photo vignette highlighted product benefits, serving as the anchoring focal point of the activation.
RESULTS
- 4M
Total Social Reach - 4.8%
Average Engagement Rate - 869
Swipe Ups to Purchase
HOW WE COLLABORATED
Integrated Marketing Planning/ Influencer Relations, Content & Creators/ Entertainment Marketing/ B2B and B2B2C Experiential Production/ Talent Appearances
“Our creative innovations and high-quality products resonated strongly. We attracted new consumers and increased engagement with existing ones through successful digital advertising and influencer activities.”
- President + Chief Executive Officer
