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Rihanna’s cosmetics launch needed to be fashion-forward but have massive appeal to make a splash in a crowded market. We used our marketing insight to select street fashion hotspots where likely buyers could post the striking campaign art on social media platforms.
Our nationwide rollout helped Fenty Beauty gain 3.2 million Instagram followers, resulting in an Earned Media Value (EMV) of $72 million dollars in its first month alone. After launch, Fenty Beauty quickly became the most-mentioned brand on YouTube, Twitter, and Facebook, propelling partner company LVMH to a year of record-breaking growth.
AdAge called the campaign “a wake-up call for retail.” We call it a job well done.