Generating Buzz for a Glittery Palette Launch

The Challenge

How can we get consumers lined up and excited for a product launch? The Urban Decay team approached Elevate to create a digital marketing campaign to support their two-phase launch for eyeshadow palette, “Naked Honey”. The overall goals were to encourage sign up for the product drop while driving purchase once the product was available.

Our Solution

In order to achieve success, we teased the consumer with coming soon emails & display ads that led to an e-commerce site for sign-up. Each piece of creative showcased rich golden textures and dripping honey (playing off the eyeshadow palette colors), enticing product shots & trendy models which included our favorite singer, Lizzo. To top it all off we paired this with strong messaging to keep the consumer coming back for more.

Once the coveted product dropped, we used on-site hero and PLP designs to drive traffic to a landing page with product info and purchase paths. In just three weeks, we designed and produced more than 200 pieces of creative that ultimately led to robust pre-sell awareness and sold out products within days of launching. Keeping on brand with Lizzo’s song “Good as Hell” the “Naked Honey” campaign proved to be a success!