Multifaceted campaign for Pupa  Vamp Mascara

October 2018

One of Pupa’s targets in Russia is to build brand awareness and drive trial among millennials. Pupa mascaras have always been among best-selling products with a high retention, so the planned launch offered an opportunity to engage young audience. Together with the brand team we developed and ran a multi-faceted campaign clustered around a social media contest. The 5 winners had a photo shooting with a celebrity photographer and were invited to the grand Pupa Vamp Party.

Aims & objectives
1
Delivering product values and building awareness
2
Building credibility and aspiration
3
Driving trial and bringing consumers to POS
Campaign road map
 
1
Creative mailing with specially designed postcards to generate mentions and reviews on social media
2
Creative contest and paid promotion
3
Contest winners got invited to the launch party with celebrities and KOL’s
4
Launch party and PR coverage
Influencer marketing
New subscribers
1 058
Reach
≈ 5 mln
Launch party
A.L. Knop's mansion
#VAMPLASHES
Creative photocall
An intricate, eye-catching backdrop was designed to highlight the protagonist of the evening - PUPA Vamp! mascara.
Datails & branding
 
 
Projection mapping technology was used to manipulate lighting onto varying surface types and turn common objects into interactive, 3D displays. 
Gayana
Irina Muromtseva
Sonya Muntian
3 mln
OTS
>100
guests
144
SM mentions #VAMPLASHES
The campaign was supported by opinion leaders
Lela Baranova
588 963
subscribers
Angelina Isaeva
224 650
subscribers
Diana Yakovleva
155 813
subscribers
Digital campaign results
454
pics of UGC
204
contest participants
4.8 mln
impressions
7.6 млн
total OTS
2.6 mln
Social media reach
Grand prize 
for Contest winners

5 winners had a photo shooting with a celebrity photographer at the Vamp! Party