essie is a nail polish brand known for launching ephemeral collections every 3 months. Each gets a keen interest from fans of the brand, but everyone always has a word about at least one of the chosen colors. Ahh…the joys of the internet and people on the Facebook.
As a powerful love brand, they wanted to get even closer to their public and we launched the ‘create your collection’ campaign to do that. If fans thought they could do better than essie, then there was their chance to prove it.
Through a dedicated website, you could create your own 6 colors’ collections, give it a funky name and write the explanation behind it. The best collection was then presented in the stores as the new ephemeral collection with the name of the winner displayed.
Needless to say that very engaged fans evolved into super very engaged fans and essie won everyone’s heart. Nailed it!