USAID, Ethiopia & New York
Team behind Kimora Lee Simons skincare line hired Adirée to establishing a multi-media marketing strategy and plan to launch the Shinto Clinical cosmetic brand, drive B2C brand awareness and B2B engagement.
Two challenges: contend with the perception of inauthenticity that comes with a celebrity led brand and differentiate the line from a saturated beauty market for girls/women ages 11 – 45.
Sade Disu’s….Social impact campaigns deployed for USAID.gov and agency partners were revolutionary for USAID.gov + agency partners.
Sadé aligned content and experiential activations with our social impact missions while helping our policy trend, gain, and maintain consumer engagement and stakeholder trust.
Adiat & her PR company, Adirée, recently launched the campaign “Luxury Untamed” for AFWNY in May 2012 highlighting the significance of African Luxury in the western Fashion Industries. The campaign sparked numerous discussions which formed the collaboration between Adirée & The Fashion Institute of Technology to further tap into this realm. The campaign was well received and has set yet another precedent for the way we view African Fashion.
A true leader see’s things first, then get’s the world to see what they see & Adiat has managed to do this time & time again and will continue to do so. I am honored to be her friend, her peer, & her colleague. She is the true definition of a leader and business woman.
The celebrity-centered cosmetics and skincare brand came to Adiat Sade Disu of Adirée to help establish brand identity and drive B2B and B2C engagement through a multi-media marketing strategy.
Two challenges: contend with the perception of inauthenticity that comes with a celebrity led brand.
Second, differentiate the line from a saturated beauty market for girls/women ages 11 – 45.
Social-First-Strategy
Led by Adiat Sadé Disu, a B2B and B2C multi-media marcoms strategy was provided fueled by our social-first-framework.
First, we established a framework for weaving social messaging into our brand launch approach. This determine the brand guide, packaging and brand identity. The identity was applied to the media channels selected to amplify B2C and B2B engagement.
By driving consumer desire among “skinfluencers,” and cultivating community-building activations (offline and online), we built brand awareness, consideration, and conversions among culturally conscious consumers.
Community-building activities appealed to consumers, trade publication editors, and buyers. Strategic engagement + media relations occurred during Cosmopof Worldwide, the largest B2B beauty event.
- 20K newsletters collected per event to validate consumer demand and prompt B2B engagement
- 31M impressions (+1.5M impressions over delivery)
- 99% positive or neutral sentiment (vs. 87% CPG benchmark)
- 58K total Engagements (significantly above platform and category benchmarks)
- +14.1% pt lift in Ad Recall (Ad Recall Norm: +2.55 pts).
- +20 Black, Korean, and Japanese creators, media companies, & brands positively impacted
1 brand/style guide - 20+ product packaging
- 20+ trade publications and media placements
- Social Media Setup & Organic Social Management (2 months)
Facebook : Started at 0, Completed Contract with 1,200 Likes (3 weeks)
Twitter : Started at 0, Completed Contract with 634 Followers (3 weeks)
$3M
In sales
3.5B
Earned Media Impressions
+17% pts
Increase in brand trust