Driving awareness of Netflix’s 'Orange is the New Black', through a brand partnership so good, it's criminal.
I was asked to help develop an Orange is the New Black ‘Swag Bag’ giveaway with leading beauty brand, Benefit. I worked with both brands, linking key characters from the show with specific Benefit products such as Piper and ‘Dandelion’, Alex Vaus and ‘It’s Real’ eyeliner and Red with ‘Benetint’. This piece of creative development unlocked multiple activations which grew the campaign and helped the partnership feel truly authentic.
The selected products became a prison contraband range which was sold in store on a prison tray displays with a supporting POS Kit to help Benefit drive sales. Any customer who bought two or more of the products received free Orange is the New Black goodies promoting the new series. Benefit also ran two Facebook competitions to win an ultimate swag bag with all products and merchandise, they supplied make-up artists for a pre show screening giving people make-overs based on the characters, as well as providing products for influencer content created by Netflix.
The resulting campaign reached over 1.5 million 18 – 35 year old women with a message about the series. The digital activation achieved a huge 10% engagement rate, 50% higher than average for Benefit.
Role: Strategy & Design
Disciplines: Promotional / Illustration / Print / Digital