Let's celebrate love!
Congratulations to our clients and team. "Love is On" has been
recognized as one of Adweek's Media
Plans of the Year.
"Love is On" exemplifies a fully integrated campaign. Our
specific objective was to build upon the company's new global brand
positioning, Love is On, with not just words, but action. We needed
to get women to emotionally own the new brand.
From October 2015 to February 2016, we launched programmatic TV,
cinema, print and events to begin a groundswell. We then began paid
search and social. We followed with the "Love Test" video featuring
couples who'd participated in the Love Study, and worked with
YouTube, Facebook, online influencers and female-targeted media and
lifestyle sites to ensure the film was seen everywhere (it was - 40
Then we went big with a massive Times Square digital billboard
that received 3.7 million submissions from women who posted photos
of themselves and their loves. The board was connected to all
social sites and could both receive and send. Every touchpoint-
from the human to the most technical - worked together.
In the end, Love is On delivered 4 billion total impressions and
reached 63 million women. The campaign delivered a 2% increase in
market share. Two new products - a mascara and matte lipstick -
shot to #1 in the category for the first time ever during the
Now that's some love!