Multi-Channel Awareness Campaign Influencer Collaboration
PR Boxes
Product Placement
SMS Campaign
Experiential Activation
Go Big Until You Go Home
4AM Skin
Personal Contributions:
Art Direction
Strategy
Concepting
Copywriting
PR Package Design
PR Product Production
Event Design + Strategy
Campaign Product Design
Problem
The ‘clean girl’ aesthetic has flooding the beauty industry and our social media feeds. Self care routines have become performative and tends to subtly put down people who hold on to their hedonistic “bad habits".
Insight
New York Fashion Week [NYFW] is known to run late with fun-filled parties, but still expect you to look your best the next day. Sleep is a sacrifice for those attending and they are more likely to try something new and simple if it allows for a bit more time to snooze. This is the perfect place for the small skincare brand to step in.
Solution
Shine a spotlight on the brand’s unique perspective that you can keep your good skin and bad habits with a multi-channel awareness campaign throughout the duration of New York Fashion Week.
If you're going to be up until 4AM, then you might as well use it.
Go big until you go home.
PR Gifting &
Influencer Collaboration
To replant the 4AM name back in to our audience’ minds in the days leading up to NYFW, we are gifting some of our favorite NYC fashion influencers with the intention of them covering our PR box on their social media- whether it be a ‘pack with me for NYFW’ or just showing love to the brand and integrating the gifts in to their typical content.
When opened, our message reads:
"Whether it's a late night or an early morning, 4AM skin has your back.
This is the city that never sleeps, but it's important to look like you did. We have provided you with some of our low maintenance skincare to give you the high maintenance look (and a few extra minutes on your alarm), as well as a few of our favorite NYFW helpers.
Go big until you go home!"
Inside, the 'Little Black Box' will be packed with a cosmetic bag and portable charger customized for 4AM's 'Go Big Until You Go Home' campaign, a set of the brand's most popular products- Rise and Rest Serum and undereye patches, as well as a few individual hydration packets, ibuprofen, and bandaids.
Product Placement
We're not only gifting our PR box to influencers, but also to potential new 4AM customers. Guests that check in to the Moxy East Village hotel the day before the official start of fashion week will be surprised with 4AM's 'Little Black Box' in the room equipt with all of our NYFW essentials.
Not only will this put our products in the hands of those who may never have heard of us otherwise, but will also increase our organic digital buzz.
With this campaign we are growing our community, so how we communicate should feel personal. We are introducing a SMS campaign within ‘Go Big Until You Go Home’ to keep our audience active with 4AM throughout NYFW. We’re sharing giveaways, challenges, and updates to our pop up event that we are hosting in the city.
This also introducing growth in a new channel of communication for the brand after this campaign has wrapped.
SMS Interactions
SMS Sign Up Promotion
We'll be promoting our new channel of communication on our social media with in feed and story posts before fashion week and throughout the duration of the campaign
If 4AM shares values with their audience that lie in late night and fun times, then what better way to connect with their community than a pop up event? A late night event at that.
4AM is hosting an 'After Hours Happy Hour' at 169 Bar in the Lower East Side of NYC after a majority of the standard bars close- of course the party has to run until 4AM. The brand is doing an entire takeover- bringing in their own custom photobooth, wall art, cups, napkins, etc. The first 20 that arrive will receive the
4AM 'Little Black Box'.
Pop-Up Event
After Hours Happy Hour
We can expect loads of organic digital buzz and strong loyalty/ sense of community after the party.
Problem:
The ‘clean girl’ aesthetic has flooding the beauty industry and our social media feeds. Self care routines have become performative and tends to subtly put down people who hold on to their hedonistic “bad habits".
Insight:
New York Fashion Week is known to run late with fun-filled parties, but still expect you to look your best the next day. Sleep is a sacrifice for those attending and they are more likely to try something new and simple if it allows for a bit more time to snooze. This is the perfect place for the small skincare brand to step in.
Solution:
Shine a spotlight on the brand’s unique perspective that you can keep your good skin and bad habits with a multi-channel awareness campaign throughout the duration of New York Fashion Week.
Programs I Used:
Adobe Photoshop
Adobe Illustrator
Adobe Dimension
Adobe Premiere
Go Big Until You Go Home
4AM Skin
Introduction text sent to subscribers after sign-up
Example of our giveaways/ challenges sent to subscribers
Notification/ reminder of the 4AM pop-up event on the day of
With this campaign we are growing our community, so how we communicate should feel personal. We are introducing a SMS campaign within ‘Go Big Until You Go Home’ to keep our audience active with 4AM throughout NYFW. We’re sharing giveaways, challenges, and updates to our pop up event that we are hosting in the city.
This also introducing growth in a new channel of communication for the brand after this campaign has wrapped.
SMS Interactions
SMS Sign Up Promotion
We'll be promoting our new channel of communication on our social media with in feed and story posts before fashion week and throughout the duration of the campaign
