Estee lauder double wear CAMPAIGN

Double wear gives you double the confidence – just like your best friend

SOCIAL - DIGITAL - IN STORE

A pitch win for Estee Lauder and their Double Wear Foundation.

We created 3 films that tell the story of confidence gained through friendship.

We chose women who were the ones truly inspiring young women today - not your traditional ‘beauty faces’. We set each pair on a road trip, a drive on which to take a journey back through their friendship and let the cameras roll. Promoted on Kiss FM, we encouraged women to visit an Estee Lauder counter with their best friend to get their own experience of the double confidence that Double Wear brings.

This campaign was a huge shift from the norm of global print creative received from the US (always centered on the product and the brand name) resulting in a 62% increase in new customers, and a 66% increase in 18-25 year olds interest in the brand.

Introducing Radio 1 DJ Alice Levine and her best friend Camilla Doyle. As Alice is a radio presenter we used Spotify to tap into a music context to resonate with her fan base.

Introducing TV presenter Laura Whitmore and her best friend Natalia Jorquera. With Laura’s more mainstream celebrity from TV, we supported through titles such as Elle and Stylist, and on Vevo – in recognition of her time as an MTV presenter.

My role: Concept, copy

Agency – Drum OMD

Creative Director - Matt Cole, Creative - Rebecca Rowntree