Cosmopolitan magazine wanted to create a deeper connection with female college students through meaningful and buzz-worthy points of engagement for two of its key advertisers, L’Oréal and Ann Taylor. The question was: how?
How We Did It
The answer was, as it always should be, to treat yourself. So we teamed up with Cosmo and L’Oréal to create an experiential mobile tour that traveled to 10 major universities during the Fall back-to-school timeframe to treat female college students to mini glam sessions. At each university, we set up interactive event sites where brand ambassadors pampered students with hair color consultations, manicures, makeovers, and sweepstakes. There were even scholarship opportunities and social media based photo activations. So when it came down to learning the new semester’s schedule versus getting to hang out with Cosmo On Campus, the answer was pretty easy.
The events were promoted all over campus with signage and invitation distribution at campus bookstores and cafés. We sent targeted emails to female students and also dropped invitations to sororities. The events were promoted by Cosmo social media channels and in the magazine. The word spread quickly and the events were a hit.
With editorial help from Cosmo, we reached 104 million total program impressions. Students received over 3,900 makeovers, hair consultations and manicures and over 13,000 samples were handed out. Personal beauty consultations exceeded goals by 79%.