ALMAY’s BesARTE:
Painting a New Narrative
of Women’s Collective Strength
Empowering Voices Through Art
ALMAY, aiming to resonate profoundly with Colombian women, embarked on a mission to craft a campaign that transcended mere awareness. Their goal was to stir the spirit of empowerment and lead women to stores, not just as consumers but as participants in a cultural shift celebrating female strength and voice.
Strategy
A Canvas for Change: BesARTE by #LipVibes
The strategy behind BesARTE by #LipVibes was a harmonious blend of brand activation, storytelling, and community building. This multifaceted approach, weaving together branded content, public relations, and influencer engagements, set the stage for a groundbreaking art project. It was designed to go beyond the cosmetic appeal, creating a resonant platform where self-expression, inclusion, and empowerment were at the forefront.
Creative Solution
The Kiss of Creativity: Manuela Echeverri’s Artistic Alliance
Central to this vision was Manuela Echeverri’s artistic brilliance, encapsulating the power of Colombian womanhood. Her canvas became a magnetic beacon, drawing women from across the city to contribute their kisses – a symbolic act of adding their unique stories and energies. This evolving artwork, rich with color and passion, culminated in a high-profile event, transforming individual expressions into a collective masterpiece of empowerment and pride.
Results
A United Voice: Impact and Reach
The campaign soared to new heights, engaging over 400 individuals, including key influencers like Mariana Gómez, and securing extensive media coverage across 30,000 outlets. ALMAY’s innovative fusion of art and advocacy not only amplified brand awareness but also united a community under the banner of empowerment, making each participant a part of a larger, inspiring narrative.
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