Winner Profile

Benefit Cosmetics Australia and Unbound – Enter the Beneverse

Campaign Overview

The Small Budget Campaign category is for campaigns that cost less than £50,000 and this one for Benefit Cosmetics came in well under at just AUD$65,000/£36,500.’ Benefit Cosmetics is Australia’s leading mascara and eyeliner brand. Unbound was tasked with creating a campaign to help launch two new products within the mascara and eyeliner franchises and drive awareness of the category as a whole.

With the new launches Benefit would now have a mascara and liner for every franchise. Benefit wanted to capitalise on the insight that Mascara is her ‘can’t live without’ cosmetic item and that 91% of beauty consumers who wear eyeliner are purchasing their mascara and eyeliner from the same brand.

The strategic solution to the brief was to leverage the general public’s excitement, curiosity and conversation around the metaverse. Unbound created a disruptive immersive campaign that brought the product franchises to life by transporting potential customers into ‘The Beneverse’.

The strategic solution to the brief was to leverage the general public’s excitement, curiosity and conversation around ‘the metaverse’. Unbound created a disruptive immersive campaign that brought the product franchises to life by transporting potential customers into ‘The Beneverse’.

Unbound and Benefit engaged three very distinctive and unique TikTok influencers and ‘virtualised’ them to be the face of each of the product lines within the Beneverse. These were: @Peach PRC (1.9m TikTok followers) – Roller Lash product lines. @Avneesha (1.7m TikTok followers) – Bad Gal Bang product lines. @Georgia Productions (1.4m TikTok followers) – They’re Real product lines.

Consumers entered the virtual world and were led through the corridors of the Beneverse to answer four simple questions on their mascara and liner preferences. Screens in the corridors and product rooms displayed video of product imagery and payoff. After answering the questions, consumers were transported to the product room of their recommended mascara and liner featuring the relevant TikTok ambassador where they were greeted with the influencer calling out the key product features and benefits.

Users could then choose to find our more about the product, buy it via Sephora or use a filter to “transport” them into the body of the influencer via an Instagram AR filter. Other Product Rooms could be explored via doorways on sides of the rooms. Consumers were driven to the experience via a digital media campaign.
The campaign delivered over 50,000 visitors in the first two weeks, with over 13.3m impressions, a reach of over 35m people. total reach, and an earned media value of over AUD$1m as the campaign generated excitement in the fashion and lifestyle press. Benefit estimates that this is the most successful campaign it has run to date.

Judges’ View:
“Great campaign, tapping into the hype around the metaverse but also enabling those who engage with it to self-select for the product most relevant to them. Great results too.”

Category

Most Effective Small Budget Campaign

Winner

Benefit Cosmetics Australia and Unbound – Enter the Beneverse

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