THE CHALLENGE
New make-up brand mark. was launching in Australia and wanted to get millennials interested in its range. We needed to give them a reason to try the products and introduce the brand to their friends.
THE IDEA
The Selfie Store. A pop-up where shoppers could try the new mark. range and pay for their purchase with a selfie shared on their own social channels. Their make-up got an outing. So did the brand.
HOW PEOPLE ENGAGED
Open for one weekend at Sydney’s Westfield Pitt Street, the custom-built store centred on three selfie styles inspired by global selfie trends. Shoppers could explore the range, try the products and find their angle before sharing their photo to make a purchase.
THE RESULTS
More than 1,000 people visited across the weekend to try mark. and take their selfie. The store also secured coverage across The Daily Mail, Yahoo!7, MSN and Cosmopolitan, introducing the new brand to audiences well beyond the shopping centre.
