Ipsy
OOH Brings Social Awareness to Brand
Objective
IPSY, the largest beauty subscription in the world known primarily for its signature Glam Bags and personalized beauty products, wanted to raise awareness of its new brand identity, create excitement around a series of hyper-local events (including the opening of its new state-of-the-art content studio), and drive traffic to its website so its members and new prospects could find new products and experience a suite of new site features inspired directly from its members.
Activation
To reinforce its inclusive approach to beauty, encourage people to express their own unique beauty, and physically demonstrate its continuous push towards micro-personalization, Ipsy launched a series of authentic IRL experiences alongside its integrated Discover Yourself campaign, a multi-channel marketing effort about self-identification and finding the beauty in it all. Messaging featured 9 brand ambassadors each with a unique, powerful story that virtually articulated IPSY's corporate mission to empower individuality through self-expression along with its focus towards real people and continuous challenge of standard beauty perceptions. The offline OOH activations physically demonstrated this mission. IPSY’s Discover Yourself messaging was showcased on signature spectaculars and street level placements in key pockets of 3 markets: Los Angeles, Denver and Chicago. The OOH activations followed a series of on-line videos that unveiled each brand ambassador’s personal journey of self-discovery. They were scheduled just before IPSY’s inaugural Live Event in NYC to help raise excitement around the brand and reinforce their community-driven essence.
Results
This effort gave Ipsy a physical presence over the course of four months and received numerous social posts from the public, the brand and its brand ambassadors.