Sephora Tokidoki was an integrated marketing effort leveraging email, mobile and Facebook, developed to introduce a new make-up line.
Sephora was launching a new “cartoon-style” make- up line, Tokidoki, to the U.S. market, where similar products from Gwen Stefani’s Harajuku and Hello Kitty were already established. Our challenge was to create a campaign that would raise awareness of the new products to young women.
We built an online contest and promoted it through an integrated marketing campaign. At the center of the solution was the mobile application, allowing people to decorate their photographs with Toki-doki characters. Photographs were then shared to a Facebook fan page allowing visitors to browse, vote and share their favorite photos on Facebook. We used a combination of blogger outreach, email marketing and social tagging to promote the con- test.
The campaign was a success with more than 28,000 downloads within the first 30 days, hundreds of thousands of photos taken, and the app peaking at #7 within iTunes Lifestyle category.