About the Project
Cover Girl and Star Wars are two of the most iconic names you can find in advertising and popular culture. Always daring to be different, Grey NY put on a show for this new collaboration with a 6-part series of ‘How-To’ videos that drove 1-minute of time spent with product and use steps for the new range.
Viewers could interact with any of the tips, tricks and products featured and see an animated overlay draw into vision, complete with Star Wars sound and visual effects. We found viewers spent an average of 1-minute inside the overlay and engaged with content and product information. We saw nearly 16% of those viewers in the product overlay click through to the product pages on covergirl.com.
From concept out this campaign created the need to interact.
☑ Design ☑ Tool ☑ Automation ☑ On-Board ☑ Service ☑ E-Com ☑ Add-To-Bag
Problems to Solve:
Engage young innately interactive audiences
Drive new product SKU awareness and purchase opportunity
Bring together a variety of media content into the videos where viewers were most interested
Proven and trusted by more than 350 brands and WPP agency partners
Best experience and creative technology used by NBC and the BBC
Works on iPhone without apps
Upwards of 40% of the audience are clicking, touching and getting involved
Multiple interactions for every engaged viewer
An average of 1 minute of time spent with overlay content that featured tips, tricks and product
16% clicking through from product overlays to covergirl.com product pages
Retail partners got excited by the interactive videos and created their own destination pages