COPPERTONE GLOW PRODUCT LAUNCH: “SUMMER GLOW CAMPAIGN”
To drive awareness, consideration and trial of Coppertone Glow’s new sunscreen among millennial women, I created a robust influencer campaign and secured integration at Coachella and a celebrity gifting opportunity at the The Teen Choice Awards. This highly immersive campaign more than doubled Coppertone’s brand awareness score in 2 months.
The robust multi-tiered influencer approach featured 14 beauty influencers (micro, mega, and celeb) and a total of 400 pieces of social content over 2 months in the summer of 2019. Each influencer made a series of boomerangs, Instagram and YouTube videos, and photo posts, organically incorporating Coppertone Glow into their personal summer outdoor moments. The highest performing content was enhanced programmatically by Coppertone.
Coppertone Glow sunscreen bar at Coachella
In-room gifting
Example of press coverage
Coppertone Glow Integration at Coachella
Coppertone Glow was the official sunscreen sponsor for Rolling Stone’s Desert Jam event at Coachella in Palm Springs. Hotel guests were gifted Coppertone Glow in their rooms and party attendees received a bottle of Coppertone Glow from the custom and branded sunscreen bar. Coppertone Glow’s celeb-fluencer, Olivia Culpo, attended the event on behalf of the brand.
This interactive event experience for influencers, celebrities and VIP guests generated buzz both socially and through prestige media, garnering 2.3B impressions across top publications including but not limited to US Weekly, E! Online, Daily Mail, and W Magazine.
Teen Choice Awards celebrity gifting items
Coppertone Glow Celebrity Gifting at The Teen Choice Awards
Coppertone Glow was incorporated into the VIP gift bags given to celebrities including Lucy Hale, Sarah Hyland, One Republic, Lil Nas X and more, backstage at the Teen Choice Awards.
