FENTY BEAUTY

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Challenge

Fenty Beauty needs a social media campaign to cultivate awareness and enthusiasm for New York Fashion Week 2020.

 

Brief

Create a social media campaign to engage with people and gain followers for New York Fashion Week and Fenty Beauty.

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Insight

Over 70 percent of women say they do not feel represented in media and advertising. All women want to be celebrated for their beauty.

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Strategy

Provide a platform for people to celebrate their own bodies and flaunt what makes them feel beautiful. Emulating the popular #runwaychallenge trend, this inclusive campaign features people “strutting their stuff” in a COVID-friendly manner.

 

Execution

An initial campaign urges people of all shapes, sizes, and genders to post their best poses or struts on TikTok using #walkthehallway and tagging Fenty Beauty. Selected contributors receive Fenty Beauty products, designer outfits, and virtual styling consultations with Fenty Beauty representatives. Showcasing their new Fenty Beauty products, the fans are featured during the NY Fashion Week Virtual Event. TikTok duets featuring with Rihanna are posted to coincide with the event.