Create helpful and entertaining how-to videos to drive trial of cult favourite products knowing women are more likely to purchase a cosmetic if they understand how to apply it.

Here are a few examples of the assets we created.

Objective: Drive trial of Soap & Glory products in a helpful and entertaining way.

Creative Solution: Based on the insight that women are 67% more likely to purchase a product if they understand how to apply it, we created playful and dynamic social-first tutorials.

With the “desk to dancefloor” evergreen theme, each tutorial heroed products with cult status and demonstrated how the audience could evolve their daytime look for a night out with just a couple of tweaks.

Credits:

Creative Lead: myself and Kelsey Freeman

Associate Creative Director: Emily Fleuriot

DOP: Ben Marshall

MUA: Scarlett Burton

Styling: Amy Albertine Andrew