Title	CABARET PREMIERE IS CHANGING LOOK
Brand	VIVIENNE SABÓ
Product/Service	CABARET PREMIERE MASCARA
Category	D01. Social Video
Entrant	SOCIALIST Moscow, RUSSIA
Idea Creation	SOCIALIST Moscow, RUSSIA
Media Placement	SOCIALIST Moscow, RUSSIA
PR	SOCIALIST Moscow, RUSSIA
Production	CHICKEN CURRY Moscow, RUSSIA
Post Production	CHICKEN CURRY Moscow, RUSSIA

Name	Company	Position
Olga Tsygankova	SOCIALIST	CBDO
Ekaterina Samotesova	SOCIALIST	Content Director
Nataliya Ashomko	SOCIALIST	R'n'D director
Grigoriy Shatohin	Chiken Curry	CEO
Vadim Seleznev	Chiken Curry	Creative manager
Alexander Gudkov	Chiken Curry	Chief Creative Officer

Background

Vivienne Sabó is one of the leading beauty & cosmetics brands in Russia playing on the mass market and successfully competing with L’Oreal Paris & Maybelline. Historically brand is associated with France, is perceived as playful with a touch of romance. Cabaret Premiére subline includes products that inspire our audience to create outstanding, vivid, “scenic” looks. Thus to support a new Cabaret Premiére mascara the brand decided to run an advertising campaign that will definitely be outstanding in the Russian market, will spark discussions and get attention to our brand.

Describe the strategy

Competitive analysis showed that Russian beauty & cosmetics advertising is dominated by traditional clichés and approaches. However, in Russian cultural context we see a significant changes & rethinking of beauty standards, diversity of thinking and acceptance of different subcultures & choices. We focused on the insights related to acceptance of someone looking, feeling and behaving differently. And built a campaign where brand challenges cliches of cosmetics advertising and rethinks the standards and accepted views on beauty, self-expression & acceptance. With this campaign Vivienne Sabó recalls that the beauty industry is designed to change our attitude not only towards appearance. But also on who we are, our choices, people by our side, our profession and relations.

Describe the execution

The decision was made to run campaign in collaboration with content makers on YouTube – by far the best approach to start a trend & discussion of the topic that is not publicly accepted in Russia (among them ecology, social equality, diversity of views & choices). We partnered with one of the most prominent Russian content makers on YT. Together we created a music video featuring a young man in the moment of a first acquaintance with his girlfriend’s family. A tough situation itself, but our acquaintance has quite an unexpected twist. The song was created by the popular pop-band Cream Soda specifically for the campaign. A popular showman Alexander Gudkov performed the song. Sasha Pertsev a dancer from popular tv-show performed the main role. Music video was promoted in YouTube & Instagram, supported with digital PR & special projects in Vivienne Sabo owned media.

List the results

In 21 days campaign gained more then 6 500 000 views and entered Russian YouTube “Trending” chart. Music video view through rate was 70%+, far beyond benchmarks (20-30%) More than 3 000 positive mentions and discussions. Consumers welcomed that brand dared to be different, mentioned that it’s one of the rare ads that is really worth watching again and again. About 8 000 000 viral views thanks to user shares on Facebook, Instagram, TikTok, Telegram etc. (OTS – 50 400 000 subscribers) In total campaign results were far beyond expectations, we’ve reached the audience, engaged them in communication and triggered a positive response towards advertising and brand itself.