Chanel 5 Ways Social Media Program

Chanel Fragrance & Beauty Editorial Content


This worldwide social storytelling inspired the audience to connect with Chanel makeup in an invigorating new way. Relevant how-to beauty stories in the form of tips, application techniques and ‘flash’ tutorials reinvented the way women use Chanel products and experienced the brand. On the global Chanel Official Fragrance and Beauty IG account, the content outperformed big-budget launch campaigns based on number of views, completion rates, comments and saved posts. The business welcomed the exclusive new content source.

Edition 1: 5 Revealing Ways to Conceal

Breaking beauty conventions with the motif of conceal to reveal, Chanel shares 5 unique ways to use concealer to illuminate— not mask—your features. The motion of the concealer pack sliding back and forth to reveal the content reinforces the thematic while sustaining viewer interest.

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Edition 2: 5 Ways to Light Your Look

Highlighters can be used are an often thought of as a makeup artist product. I showed the audience how to simplify and customize the usage to illuminate different areas of the face with the thematic 'Turn on the Light.'

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5 Ways Program Results and Guidelines

Future Editions Editorial Calendar

5 Ways Project Case Study

CONTEXT

The business wanted to increase sales yet reduce the brand reliance on newness…and establish relevancy with the audience.


CONUNDRUM

We were tasked to create compelling and editorial "how-to" beauty content in a social campaign targeting women 16-34 to drive engagement and sales around trending beauty topics and products.


CAMPAIGN + MY CONTRIBUTION

I developed two concepts around 5 Ways to use a product in order to inspire and inform the audience. The program took form as relevant how-to beauty stories in the form of tips, application techniques and tutorials to reinvent the way women use the products and experience the brand.

Each campaign launched with a compelling IG Story opening to an Instant Experience revealing animated tutorials. Paid and organic carousels showcased the featured products with 'shop now' buttons that drove to the PDPs. I then developed and executed each concept for @chanel.beauty, where they earned the position as the highest-performing stories and carousel units of the year. 5 Ways ultimately became an ongoing worldwide program.

Based on the high engagement and to retain the integrity of this unique storytelling format, I created guiding principles, content parameters and key elements for the global teams to assess which future business initiatives could work best with the 5 Ways framework.