CONTEXT

‍Create the first worldwide foundation animation to support a product category that generates high loyalty.

CONUNDRUM

‍The existing thematic ‘Forget Foundation’ was difficult to integrate in order to promote the entire Chanel foundation portfolio. In addition, the brand image for the category lacks diversity and relevancy. I also had to create a worldwide diagnostic tool to help women find their ideal foundation formula.

CAMPAIGN + MY CONTRIBUTION

To help rationalize the theme and to drive the relevancy of the product, I created a series of statements that strategically alluded to the benefits of each foundation while conveying actual restrictions that a woman would want to forget, i.e. ‘Forget the Short-Term’ for a longwearing foundation. These statements translated into a series of short social films that took over the @chanel.beauty grid. Each film featured the statement and a model speaking to the actual product benefits. I also ensured each instance of ‘Forget Foundation’ had the CTA to ‘Try the Chanel complexion.’

In addition to the social experience, I developed the user interaction for chanel.com, debuting with a moodboard that linked out to each franchise page. I flipped the idea of ‘Forget’ to what the consumer should remember when using each product. This full digital campaign included over 15 films within a comprehensive social media campaign for both Instagram and Facebook, an expansive featured content section of chanel.com, an online diagnostic tool, extensive e-CRM, sampling and e-retail programs. The resulting diagnostic tool on chanel.com incorporated the insights matching women to foundation, which I simplified into a streamlined foundation diagnostic to guide women to their foundation formula while allowing them to choose their preferred method of entry. The campaign marked a first for the brand as a cohesive worldwide campaign for an entire makeup category.