2021 Social & Influencer

VIVIENNE SABÓ CHANGES LOOKS ON GENDER STEREOTYPES IN RUSSIA

TitleVIVIENNE SABÓ CHANGES LOOKS ON GENDER STEREOTYPES IN RUSSIA
BrandVIVIENNE SABÓ
Product/ServiceMASCARAMascara Cabaret Prèmiere
Category D02. Challenger Brand
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
Credits
Name Company Position
Olga Tsygankova SOCIALIST Idea creation
Ekaterina Samotesova SOCIALIST Idea creation
Nataliya Ashomko SOCIALIST Idea creation
Anastasia Glebova SOCIALIST Idea creation
Grigoriy Shatohin Chiken Curry Scriptwriter
Alexander Gudkov Chiken Curry Scriptwriter
Vadim Seleznev Chiken Curry Scriptwriter

Why is this work relevant for Social & Influencer?

The beauty category that initially should support freedom of self-expression, in Russia is influenced by socio-cultural stereotypes, adjusting it to certain standards, defining what is and what is not appropriate. Brands are influenced by stereotypes and none of them have a clear social position. Vivienne Sabó, with iconic Cabaret Première mascara, took the courage of becoming the first brand activist in the cosmetic market - to change the conventional views on the way of self-expression. Together with top Russian YouTube influencers, the brand released a video manifesto on freedom of expression. The campaign generated wide publicity and provoked social discussion.

Background

Cabaret Première mascara is an iconic product in the Vivienne Sabó portfolio, and at the same time – a strong independent sub-brand. For several years, this is the №1 mascara in sales (both volume and value). Business goal: to retain leadership position Marketing goal: to prevent switching to competitors' products. Communication task: to develop a non-standard visible campaign that will help the brand to break through the clutter of competitive communication even with small (compared to competitors) media investments.

Describe the creative idea (30% of vote)

We were inspired by the drag queen culture, where male artists perform in extravagant women's outfits with bright makeup. This culture is popular abroad, but in Russia only progressive media and bloggers have the courage to discuss it. Even international brands, whose freedom of expression is literally in their DNA, do not take risks in Russia. Vivienne Sabó, together with the iconic Cabaret Première mascara, had enough courage to become the first brand activist in the beauty market. We decided to change the common standards on the way of self-expression and break the status quo.

Describe the strategy (20% of vote)

Target audience: Girls 18-35. They love cosmetics, for them it is the way of self-expression. They are very positive about brands that have a strongly pronounced social position For them YouTube – is a key social platform where all the social discussions take place. They know YouTube celebrities well and take them as the headliners of progressive ideas So to make the story really engaging, we had to use proper influencers and content makers. Those were the Chicken Curry team with Alexander Gudkov and Cream Soda music band. These people are known for challenging accepted norms and bringing positive attitude towards different forms of expression in society. Chosen celebrities are highly loved by the mass audience and at the same time - represent progressive, sometimes extraordinary ideas. It was important to choose them to convey such a provocative idea effectively and to get a warm response.

Describe the execution (20% of vote)

The music video manifesto was a core of the campaign. The creative team took inspiration from brands mission and put a new twist on meet-the-parents dinner situation. In the video clip, a male dancer appears in front of his girlfriend's family in his stage persona, using Cabaret mascara for a make-up. Surprisingly for the viewers, he gets the warm response from the family, which usually Is not so expected for such an extravagant and controversial appearance In Russia. The music video was promoted through social media and creative team accounts. The music track performed by Gudkov was placed on all the music platforms, to provide an effective reach for the audience. The developed dance was also used in the popular show "Dancing", which also is known as a place where people can express their individuality.

List the results (30% of vote)

1. The brave campaign which raised an important topic for Russian society, provoked a wide audience’s response and viewers supported the brand's bold position • 400000 reactions on video (likes, comments, reposts) • 13500 users’ posts with mentions of the brand and the video • 16 million users from viral effect • 71% earned media 2. The campaign wasn't ignored even by the media. We got publications on platforms where people usually don't find articles about advertising – Lenta, Rain. 3. We got the flurry of positive reaction from users. The audience fiercely supported not just the brand or advertising story, but the very concept of freedom of expression. 4. Such a bright brand statement and the courage of going against the conventional norms proved its effectiveness also for the business • Sales increase +11.7% in volume on stagnant (September) and falling (October) market • Awareness growth by 1p.p. (7%)

Please tell us about how the work challenged / was different from the brands competitors

Beauty category communication is full of patterns: a perfect female model shots intense looks and absolutely blows someone's mind. All this is accompanied by a description of the new mascara formula and the brush shape that makes the lashes so expressive. Thus, the category that initially should support freedom of self-expression, actually takes it away, adjusting it to certain standards. Brands are influenced by socio-cultural stereotypes and none of them have a certain and clear social position. Even international brands, who have freedom of expression in their DNA, don’t take risks in Russia and stick to the clichéd communication, avoiding anything provocative. Сase example: a year ago one international cosmetic brand cut out a male make-up blogger from the campaign while adjusting it in Russia. Vivienne Sabó was the first brand to make an outstanding, unusual communication in the category, turning the commercial into provocative video clip with controversial hero.