Essence: Pop-up Social Media Campaign Challenge
Gloss Gone Wild!
Campaign Breakdown
1. Objective
To create awareness around our new lip products being released into the beauty market for current consumers, as well as to attract potential new leads who may eventually become loyal Essence customers. Another key objective is to make significant progress towards achieving ROI for the new Essence lip product range.
2. Target Audience
Our target audience are primarily teens and young adults who are students or early professionals. They value affordable, accessible, and cruelty-free beauty, love experimenting with playful, trend-driven looks, and enjoy self-expression through makeup.
3. Strategy & Concept
Our strategy is to create a fun, immersive campaign with eye-catching visuals designed to draw in both current and potential consumers to discover our new lip product range. This will be achieved through a pop-up mini store linked to a Twitter social media challenge. The campaign will be structured to celebrate makeup as an art form combined with natural beauty while maintaining a respectful and inclusive tone. With a catchy tagline, “Gloss Gone Wild,” the campaign appeals to the playful side of consumers who enjoy community-centered fun, with the added incentive of free products and spectacular prizes in exchange for a small purchase.
4. Execution
Phase 1: Campaign Awareness
The campaign advertisement will be posted across all of Essence’s social media platforms. In collaboration with our software development team, the campaign video will be programmed to appear when users access the Essence official store website. This aims to maximize awareness of the new lip product launch and the upcoming pop-up social media competition.
Across all of our social media platforms, the campaign advertisment video will be posted with the following caption:
“Join us on the 6th of September @ 10:00 for the chance to win some daily essence-tials!”
alongside hashtags #LipsSoJuicy and #PoutPerfection.
The campaign video (included in the gallery slides) contains all key details: date, location, event times, entry fees, competition rules, product advertisements, and prize information. To build momentum, the campaign video will be released three weeks before the pop-up launch to allow circulation across social media and ensure maximum awareness among current Essence consumers, and potential leads.
Phase 2: Pop-Up Event
On the 6th of September 2025, the pop-up competition will be hosted. Two rotating photographers will capture headshots of entrants, which will then be presented to a judging panel of two professional makeup artists and one award-winning content creator and public figure, Nadia Jaftha. Both competition participants and non-participants will be able to purchase products at the pop-up.
To ensure smooth operations, two of our staff members will handle payments at the tills, while two sales representatives will be present to answer product-related questions and engage respectfully with curious attendees who may not be familiar with the competition.
Phase 3: Community Voting
Once the judges have shortlisted approximately eight entrants, a voting poll (without comments enabled) will be released on Twitter, allowing the community to select their favorite full-face makeup look. The poll will remain open for one week to maximize participation.
Phase 4: Winner Announcement
After one week, the top three community favorites will be determined. Our HR team will then personally reach out to the winners, and the official announcement will be shared on Essence’s social media platforms. Winners’ photos—taken by our photographers—will be posted alongside their respective hashtags, accompanied by congratulatory and thank-you messages.
This will mark the official end of the competition phase of our "Gloss Gone Wild!"campaign.