Famous for creating custom hand-mixed colours for the catwalk alongside the world’s top fashion designers, butter LONDON has always been committed to beauty without compromise. The 3-Free nail lacquer company tasked In Your Head with determining the best ways to maximize brand reach and backstage exposure during New York Fashion Week.
In Your Head shot and produced a series of 14 branded content “behind the scenes” video diaries to visually showcase meaningful beauty trends relevant to journalists, bloggers, and customers alike. The marketing initiative during Spring/Summer and Fall/Winter shows provided a robust digital platform for real-time conversations while quantifying interest in innovative products and designer collaborations.
To complement the experiential campaign, In Your Head oversaw PR and social media communications throughout the week in partnership with Beauty.com — actively engaging journalists and providing unlimited access video and photos that assisted in strengthening butter LONDON’s position as a creative, influential, and chic brand. First-hand storytelling by the founding Creative Director maximized the social awareness while providing editors with authentic, embeddable, and timesaving original content.
The pairing of these strategies resulted in media coverage from 100+ sources including Vogue, W Magazine, The New York Times, Grazia, Nylon, Elle, Style.com, Teen Vogue, and Refinery 29. To date, the videos have resulted in over 18K views — with the embedded player accounting for 45% of the volume. Social engagement across all channels increased 3107% during deployment with a 43% increase in online sales.
In Your Head provided butter LONDON with output metrics from the campaign as well as strategic recommendations for their agency partners during a half-day workshop and presentation on consumer preferences and social engagement.