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CoverGirl
Katy Kat

RAN IN: United States, Canada

CLIENT
Procter & Gamble

AGENCY
Grey New York *Lead Agency


SUMMARY

COVERGIRL needed to reinvigorate the brand and put it back on Millennials' radar.  Our solution lay in Katy Perry and by upending the traditional beauty marketing model. We transformed Katy from static "face" into the lens through which we developed products and communicated them to fans. Katy Kat by COVERGIRL became a juggernaut success - with over 1 billion earned impressions in the first three months, we've exceeded our weekly sales goal each week since launch, for 15 weeks in a row.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);PACKAGING;PR;PRINT;Magazine - Print;PRODUCT DESIGN;RETAIL EXPERIENCE;In-store Merchandizing;POP;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Young Women (20-35)

Objectives: Drive buzz/create news for CoverGirl

Type: Business to Consumer

Classification: National

Language: English