KEHLANI FOR MAKE UP FOR EVER (2017)
EVENT PRODUCTION, CONTENT PRODUCTION, RESEARCH, INTERVIEW, PUBLIC RELATIONS
OBJECTIVE: Promote Kehlani's partnership with MAKE UP FOR EVER at a Canadian level.
The announcement of the partnership between Kehlani and MAKE UP FOR EVER was timed with her SweetSexySavage North America Tour. The tour started in Montreal and had two other stops in Canada: Toronto and Vancouver.
For each stop, there was an in-store contest where Sephora's employees could win the opportunity to be the assistant makeup artist to our National Educator while she was doing Kehlani's makeup before her show, and influencers were invited to the concert.
The first stop of the tour was Montreal, I produced a video for our social media channels where we were going backstage with Kehlani to document how she gets ready before stepping on stage (a wink to MAKE UP FOR EVER's life is a stage philosophy). Key products were used and shown in the video to ensure beyond introducing Kehlani as a brand ambassador, this video demonstrated our products’ performance when used by an artist before a two-hours live show.
I interviewed the artist and assisted in the editing of the video.
In Toronto, we hosted a full day of activations before the show.
In the morning, Kehlani surprised influencers as they were attending a backstage workshop on the product Kehlani was the face of.
Following this private event, Kehlani did a personal appearance at Sephora in Toronto Eaton Center that drew a crowd of over 2,000 fans.
In Vancouver, influencers were invited to attend the show and two Sephora makeup artists were part of Kehlani’s glam team for a night.
That evening, the influencers that attended the workshop were our guests during Kehlani’s live show. This allowed us to increase brand awareness and showcase the brand collaboration in a way that was authentic to the brand while increasing brand love from influencers by providing them with an exclusive experience.
Property of MAKE UP FOR EVER.