Advertising & Branding
About Face Integrated Campaign
Goal
This campaign aims to position About Face as a catalyst for fearless self-expression, empowering women to rebel against societal norms and stereotypes through bold and unapologetic makeup looks. By showcasing how About Face products inspire women to embrace their passions and defy labels, we aim to attract a community of fierce, self-assured customers, elevate the brand's identity, and significantly drive product sales. Through evocative storytelling and dynamic marketing strategies, we will demonstrate that About Face is not just about creating striking makeup but also about igniting a movement of unapologetic defiance.
“Hysteria was basically the medical explanation for 'everything that men found mysterious or unmanageable in women'“
(McVean, The History of Hysteria., 2017)
Concept
“Hysteria”
If they brand us as crazy, let's redefine it with unapologetic Fire
Target Audience
Women in their mid to late 20s who reject patriarchal norms and are determined to embrace their authentic selves. They are tired of being told they are too dramatic, too loud, or not feminine enough, and are eager to rebel against these constraints.
Key Message
Revolt through Fearless Expression
Brand Film
Watch as young women rebel against judgment, living freely and confidently as their true selves.
Social Media Grid Posts
A series of 9 cohesive posts designed to create a unified Instagram grid, showcasing the campaign through consistent photography and editing style.
Social Media Reels/Tiktoks
A series of Instagram Reels and TikToks featuring impactful snippets from the brand film, designed to tease and amplify the campaign's reach across all platforms.
Out Of Home
Mock-ups showcasing our out-of-home advertising designs strategically positioned in bustling metropolitan areas to effectively engage large audiences.
Social Media Pinterest Posts
A collection of sponsored Pinterest posts will showcase the bold makeup looks from the brand campaign, allowing users seeking unique and daring styles to discover and recreate them using campaign photography and scenes from the brand film.
Social Media Instagram Stories
Sponsored Instagram stories are an effective way to reach new audiences beyond the brand's followers. By featuring captivating stills from the campaign, we aim to grab attention and encourage viewers to swipe up, explore, and fall in love with the brand.
