Celebrating every shade of amazing
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Background
MELÉ is a skincare brand that makes melanin-rich skin a priority — not an afterthought. Co-created and endorsed by dermatologists of color, MELÉ lives by the belief that every shade of amazing deserves skincare that’s just as amazing. So, when the brand turned one year old, Edelman Agency partnered with us to give MELÉ the celebration it deserved.
I am in love 🥰 thank you so much!! I am so excited to try these products. @gofooji @MeleSkincare
Our solution
To properly celebrate, we created an Instagram giveaway encouraging fans to engage with newly appointed brand ambassador Justine Skye. We assembled kits filled with MELÉ’s top picks, in a bag chosen by Justine Skye, and invited fans to enter on a custom microsite. We combined on-demand and mailed prize fulfillment to ensure that MELÉ fans nationwide were able to participate. We strategically ran this giveaway ahead of their birthday live stream, the central focus for all digital marketing efforts. We encouraged winners to tune into the live-streamed panel of dermatologists and estheticians. To finish with a bang, Edelman live requested that @gofooji post the microsite link on Twitter to re-spike fan engagement before the campaign officially came to a close.
Highlights
- Eventized MELÉ’s first brand anniversary - Campaign aligned with brand’s IG live stream - Delivered product to fans at home to celebrate
Let's chat
We’re excited to hear about your team’s upcoming promotions, gifting, and eCommerce needs.