Milani
Brief
Background: Milani is a mass beauty brand dedicated to providing prestige-quality products at affordable prices, with the mission of delivering “Beauty for All, Inspired by
You.”
- Approach: Partnered with Olympic stars who embody Milani’s authentic beauty philosophy to launch a multi-channel campaign, amplified through influencer partnerships.
- Tactics: Leveraged social media, e-commerce, OTT platforms, paid advertising, and influencer content.
- Objectives: Drive significant category disruption and establish Make It Last as America’s #1 setting spray.
- Challenges: Navigating high competition in the beauty market and ensuring compliance with Olympic regulations
- Target Audience: Women aged 18-35 who need their makeup to withstand their active lifestyles.
Results
Metrics: Achieved 17 million impressions within the first week of the campaign.
Outcomes: Delivered Milani’s largest campaign to date and strengthened the
relationship with the client, leading to additional briefs.
Learnings: The need for a well-defined, methodical process for campaign development,
offering the team and supporting agencies clear, actionable guidance and instructions