We were tasked with coming up with a compelling, fully integrated, marketing communications launch plan for Colossal Spider Effect mascara. The launch plan needed to demonstrate to Superdrug how Maybelline’s Halloween takeover would deliver incremental sales.
With concerns from the client that “spider lashes” may put arachnophobic customers off the product Blow were asked to think of executions that side stepped this.
We conjured up a campaign that revolved around the mysterious art of tarot card reading to predict looks that would suit the customer. With subtle nods to spider webs (but with no spiders actually being depicted) we ticked the box for all the scaredy-cats out there. Language like “Witches be crazy” addressed the “young, fun, bold, out there and a bit daring” target audience.
With the specified demographic being digitally engaged Superdrug wanted the boudaries pushed with digital interaction. Tarot cards with ‘how to get the look’ tutorials were built and featured on mobile platforms with the ability to share via Instagram and social channels.