Title	BEAUTY TO GO
Brand	SEPHORA
Product/Service	BTG
Category	E01. Use of Integrated Media
Entrant	HAVAS MEDIA Warsaw, POLAND
Idea Creation	HAVAS MEDIA Warsaw, POLAND
Media Placement	HAVAS MEDIA Warsaw, POLAND

Name	Company	Position
Sephora global materials	Sephora	global materials

The Campaign

BTG campaign was built on following insights: - young women want to buy exclusive brands but they can't afford for it - women love to have lipsticks, eye shadows, polish nails, etc... in plenty of different colours but they don’t have enough money for doing it - people tend to travel more and free space in suitcase starts to be more important Campaign had to show variety of products available in mini size at Sephora's shops. All products were divided in 4 lines: - sport - travel - business - occasional. In some media ( for example print, online) layouts showed products in size 1:1 to visualize their "mini size" and mini price. Our TG is price sensitive so the cost of product was essential info in communication.

Creative Execution

Campaign was divided in 3 main stages as at the beginning we wanted to build awareness in selected niche groups to make them ambassadors having positive brand experience and attitude to Sephora. At first we inform trendsetters and beauty fans about mini size products. Communication was started in "young" media - online, mobile and bloggers. In YT movies bloggers show BTG products using during putting make-up and told all advantages of them. At second stage wide communication was started: print, ambient media in shopping malls. At last step - nationwide TV (July) to inform about BTG offer other people and communicate mini size products during holiday period. In each step we focused on quality and presence close to place and moment of usage.

Goals given in brief were realized as BTG was wide promoted and this name was launched in Polish language. Sephora noticed sales growth of this segment at perfumeries. Mini size products achieved high awareness before holidays, which are key sales period for this segment of products. Achieved results in figures: +24% growth of Sephora TOM as small size products seller +23% increase of Sephora awareness as first place to buy BTG products 4 events at Sephora shops which were full of people to see bloggers putting make-up 100mio impressions online and 630k clicks outstanding products placements in YT beauty bloggers: Maxineczka, Zmalowana, Katosu, Red Lipstik Monster, Stylizacje

BTG campaign used wide range of media mix - both traditional and non-standard ones. Online was a key channel of communication with presence on different websites, mobile and bloggers cooperation. BTG products are addressed to young TG and Sephora wanted to catch them and make them visit own shops. It was achieved thanks to events organized at Sephora's shops, where beauty bloggers were putting make-up on winners of contests announced on their YT blogs. Moreover Sephora's ads were placed at shopping malls to be close point of sales during vacation period.

Insights, Strategy and the Idea

Campaign was addressed to young women who are interested in beauty and cosmetics. Sephora wanted to build trial towards them group and convince them buy BTG products. Key strategy points: - communicate with bloggers and make them promote BTG offer - backweighted campaign - starting with trendsetters and at the end nationwide TV - explore vacations and travelling period - be close to moments where mini size products can be used. - use modern media mix as we communicate mainly to young women; focus on continuous social communication - FB, Instagram, YT For Sephora BTG campaign was the key activity for 2016 - the longest one with the highest budget for online.