PROJECT OVERVIEW
Women love football, too. But somebody forgot to tell the beauty industry. Until COVERGIRL and the NFL commenced a match made-in-heaven partnership introducing a full line-up of beauty style activations.
As the NFL's official beauty sponsor, COVERGIRL tasked us with to encourage girl's to get their fandom out there. This is where our first player on the roaster #Fanicures — came into play as our first activation platform.
Activation no.1
#Fanicures & Nailgating
#Fanicures & Nailgating
We created a full digital and social campaign activation (along with a real-time Super Bowl activation at the end) to drive purchase of the Outlast product line. All season long, we curated fan frenzied social creative to push awareness of the Covergirl’s NFL sponsorship and the new “Fanicure” culture.
We shared team-inspired looks on COVERGIRL.com and social, showing women how to create game day-ready looks. Events held across the country at popular NFL stadiums brought #Nailgating front and center to female fans.
My responsibility was to help lead the charge on the social media strategy, concepts, and executions (including our Coverbowl live social activation).
ACTIVATION no.2
"LIVE from the Coverbowl" COMMENTARY
"LIVE from the Coverbowl" COMMENTARY
When it came to closing out the season, we set up shop on Twitter — hosting in-game commentary through the lens of our own COVERBOWL during Super Bowl XLVIII (Broncos vs. Seahawks). A lo-fi stadium set was populated with Outlast Nailpolish “players” who do instant replays of key moments. We responded to Halftime show highlights and commercials. Plus, pre-planned posts for key moments we know will happen (there was going to be a fumble right).
My lean and mean team quickly came up with the idea to throw an Outlast-inspired superbowl. Boasting Covergirl's playful tone and theme of the season, we built, staged scenes, and photographed the entire show live during Super bowl XLVIII. Twitter, Vine, and Facebook were our platforms of choice to host the “Coverbowl” conversation with miniature stadium photography.
My lean and mean team quickly came up with the idea to throw an Outlast-inspired superbowl. Boasting Covergirl's playful tone and theme of the season, we built, staged scenes, and photographed the entire show live during Super bowl XLVIII. Twitter, Vine, and Facebook were our platforms of choice to host the “Coverbowl” conversation with miniature stadium photography.
Through a collective series of live tweets, response efforts where staged, shot, and edited in real time to become fully immersed in the SuperBowl conversation. ​​​​​​​
RESULTS & AWARDS
Success was beyond expected for this activation collective. We hit 1.25MM social interactions (86.3MM impressions), 66.8k total Facebook engagements, 309.9K engaged users. This campaign is featured on Facebook Studio for outstanding social creative and was awarded a Gold CLIO Sports Award in 2014.
Activation no.3
Get your gameface onÂ
Get your gameface onÂ
The following NFL season, COVERGIRL continued celebrating team spirit by involving women in a fierce tradition originally taken on by the boys but now being perfected by the girls — introducing the official NFL Gameface.
A series of 32 team specific makeup looks (and returning fanicures!) were created by COVERGIRL, motivating women to cheer on their team the easy, breezy, beautiful way.
ART DIRECTION & PHOTOGRAPHY
My role lived within the pre-production and production days of the project. Spending two studio days capturing social focused photography of the models to use in fan hype posts across facebook and instagram. Art Directing a variety of team-specific cheers, hypes, and styles.
