COVERGIRL INSTAGRAM THEMES
March 26, 2014 Final Presentation
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EQUITY PYRAMID
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OVERALL APPROACH PURPOSE
COVERGIRL Magazine. Providing insider access and editorial content from COVERGIRL focused on pop culture and beauty. Inspire and excite young women to rock their beauty so they can rock the world.
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LAUNCH THEMES
I HEART THIS
UNDERCOVERGIRL
WHAT’S IN MY BAG
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#EBBTIPS
#GirlsCAN CAM
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THEME#1 I HEART THIS OBJECTIVE
DESCRIPTION
Demonstrate the brand personality (colorful, vibrant, pop-culture and tech-savvy, trendy) by showcasing products through a first-person perspective Specially curated product, lifestyle items, etc, that COVERGIRL is loving. Show in a fun and eye-catching way. Editorial Tone: Enthusiastic, conversational Frequency: 1-3x/week
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THEME#1 I HEART THIS
Using textural backgrounds and bright colors in each post, we can strike the right balance between consistency and freshness
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THEME#2 UnderCOVERGIRL OBJECTIVE
DESCRIPTION
To provide followers with exclusive COVERGIRL experiences they can’t get anywhere else that will entice them to keep coming back for more. Going beyond behind-the-scenes stills, UnderCOVERGIRL will tell the story from the day of talent shoots, sponsorships, events Editorial Tone: Informative, anecdotal, conversational, witty Frequency: 1/month (pending talent shoots)
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THEME#2 UnderCOVERGIRL APPROACH A Develop narrative of shoot, from talent arrival on set through wrap
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THEME#2 UnderCOVERGIRL APPROACH B Candidly COVERGIRL Black and white filter Explicitly up close, focuses on personality
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THEME#3 #EBBTIPS OBJECTIVE
DESCRIPTION
Provide simple how-tos to showcase product payoff, point of difference and how it’s used in the real world. Turnkey, foolproof makeup tips, shown within photo, highlighting priority products Editorial Tone: Informative, instructional, conversational Frequency: 2-3/month
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THEME#3 #EBBTIPS
“Get it in a glimpse” Product-focused with simple editorial composition Typography and simple iconography overlays
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THEME#4 WHAT’S IN MY BAG OBJECTIVE
Integrate more lifestyle into the feed, in order to appeal to POME consumers during buzz-worthy events, holidays and more.
DESCRIPTION
A peek inside what COVERGIRL is toting around this month – or at on-site happenings like MTV VMAs, Essence Music Fest, etc. Can also look to leverage talent’s bags. Editorial Tone: Cool, trendy, open, conversational Frequency: 1-2/month
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THEME#4 WHAT’S IN MY BAG Bag as element that propels story. Situational, eventbased, seasonal. Always an “easter egg” with a wink. Perfect theme to test stop motion video.
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THEME#4 WHAT’S IN MY BAG Stop motion video storyboard
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THEME#5 #GirlsCAN CAM OBJECTIVE
DESCRIPTION
To editorialize the #GirlsCan program
Profile editors, influencers and other women in media and pop culture (with the opportunity to consider consumers) who encompass the #GirlsCan spirit Editorial Tone: Empowering, anecdotal, conversational Frequency: 3/month
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THEME#5 #GirlsCAN CAM APPROACH A Women in the process of their “can” Candid, in the moment Gaze not at camera Smiling, emotive Relatable
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THEME#5 #GirlsCAN CAM APPROACH B Women in context of their “can” Gaze at camera, smiling Posed
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