CAMPAIGN for KRONANS APOTEK
Vanity Campaign

Background

Based on the brand platform “Honour all your sides” (Ära alla dina sidor), where we celebrate all our facets of life, we set out to talk about beauty and cosmetics.

Strategy

To illustrate this in a memorable way, we took a delightfully sinful approach.  Let’s talk about vanity from different perspectives, how it affects how we think about beauty and our own appearance. We looked into why it’s seen as something negative.

To embrace our outer and inner beauty makes us all feel a little bit better about ourselves, after all.  

The creative idea

We called the campaign ‘Time for vanity’ (Tid för fåfänga): a new take on a traditional beauty campaign that celebrated the art of loving oneself just a little bit more. After all, we are all vain - in different ways and on different levels - but why not? To embrace our outer and inner beauty makes us all feel a little bit better about ourselves, after all.  

Execution

We worked with three different yet prominent Swedish influencers - a young mother also tv-host and blogger,  a well known tv-personality in his 30’s and one of Sweden's most celebrated senior actresses who each gave their personal take on the subject of vanity. We collaborated with these influencers across our social media channels as well as theirs to spark debate and conversation - whilst also encouraging sales of beauty products for men and women via Kronan’s e-commerce platform. We created films for digital and linear TV, as well as connecting to in-store and direct mail offerings.

Results

The campaign saw a strong increase in engagement - especially in social media. We engaged a whole host of unique users on both Facebook and Instagram, with our fans watching a staggering 124,000 hours of content online. We managed to pull in plenty of new fans, smashing our top KPI for the brand in social.

 

1.1 million

unique users

 

124,000 hours

of dynamic content watched

 

28% above

industry standard engagement rate

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