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Blackberry Shine Launch
Espresso dbn was tasked with developing a unique and powerful idea for the launch campaign of Labello Blackberry Shine that would drive purchase at all touch points. Targeting young, upper-LSM female consumers that value individuality and fashionability, the launch concept of BRING OUT YOUR BOLD was designed to position the product as a hot dash of drama that amplifies your look, appeal to the current nineties-inspired trend for a darker lip, and tap into every young woman’s desire to be more confident, outspoken and daring.
Concept: Alexandra Kilian / Bianca van Deijzen
Copywriting: Alexandra Kilian
Creative Direction: Connie Aberson
Design: Bianca van Deijzen / Wynand du Plooy
Campaign Mechanic
In alignment with this positioning, we developed a competition that offered two entrants the chance to win a R25 000 shopping spree and hair/makeup makeover each, and handpicked Thando Tsekiso as our Blackberry Shine ambassador. This influencer, fashion and beauty blogger, boutique owner and radio personality would not only drive the campaign through her own channels but also be the winners' personal stylist during their shopping expedition.
The competition mechanic was a first in South Africa: in order to enter, consumers needed to purchase the new pack to reveal Thando's phone number under the stick, and then Whatsapp her with photos, videos and voice notes that showed off their bold. Opting in gave consumers access to a Whatsapp broadcast that included fashion advice and gave them the opportunity to ask Thando their style questions and send messages - creating personal engagement with the brand, adding interactivity to the campaign and cementing Labello Blackberry Shine as a punchy fashion accessory.
Media Pack
Agency also created a media pack that went out to 80 magazine editors and bloggers; a high quality branded box that shouted campaign and showcased Blackberry as the new heroine of the Fruity Shine range as well as the entire Labello product offering across Original Care, Medical and Sun. The pack also included an insert in the form of a Pantone colour bridge which again highlighted the range, drove the competition and offered a fun element for social: a lip-shaped cut-out invited recipients to pose with their bold new lips and hashtag it for entry.
Rubybox
We also put together a smaller pack for Rubybox, a monthly subscription service that sends out a selection of free beauty products to its database of over 165 000 women. Rubybox was a direct way to communicate with and sample a large number of women, a perfect plug-in for the fashion and beauty sector that we were positioning the product in, and an avenue for generating reviews and media. Between the responses to both packs, Labello's own posts and user generated competition content, the digital space was buzzing about Blackberry Bold.
