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2019 BRONZE BEAUTY & PERSONAL CARE RUSSIAN FEDERATION
First in Russia reality-show about makeup - "Makeupers" with L'Oreal Paris
RAN IN: Russia
Audience: Young girls and women from 16-34, who consider makeup the main component of their daily beauty routine. They follow the trends (affinity 135*) and like to experiment and try new brands (affinity 135*); they actively seek inspiration from brands and opinion leaders; love to learn the “secrets” of professionals to create their own unique looks. Our audience spends their free time online and watches TV, particularly 2x2, STS Love, Disney, Friday! And Karusel (graph. 2)**.* Mediascope M’Index 1H 2017, W 16-35** Mediascope, TV Index 2017, W 16-35
Objectives: Our goal is to to change the brands perception with our young audience. We needed to shift the following brand health KPIs:To increase brand proximity;To increase recommendation intent and purchase intentTo create a hype around a brand: increase a brand mentions in digitalWe tested performance against these KPIs for both the viewing audience and a control group that hadn’t seen the project. There was internal research that was held during the show and 1,5 months after it.
Language: English, Russian