Perfect brows, smoky eyes and non-touring…


About the Client and Campaign

Brown Thomas Logo
We partnered the legendary Dublin department store with FM104 for a popular video-based beauty hacks campaign.

Supported by a 2 week spot campaign, on air giveaway, advertorial and an interactive Snapchat session, the results were BEAUTIFUL!

Goals
  • Help raise the profile and awareness of the Brown Thomas Beauty Style Team
  • Focus on highly desirable and sharable beauty content
  • Personalise the brand with video profiles for each team member

Brown Thomas On Air Activity

  1. Brown Thomas Beauty Style Team Promo FM104 0:35

On Air Results

» 21 x 40” TAP Spots ran over two weeks

» 20% of Adults 4.2 times at a CPT of €4.67

» 16% of ABC1’s 3.4 times at a CPT of €14.02

» 16% of F ABC1’s 3.5 times at a CPT of €25.53

Brown Thomas Advertorials

Our content team researched and published three engaging advertorials.

» The One Mistake Most People Make When It Comes To Social Media And Makeup

» We Finally Have The Answer – Here’s What People With Perfect Brows Are ACTUALLY Doing

These raised awareness of the Brown Thomas Beauty Style Team among a core audience – 15-34 yo females in Dublin – with aspirational, desirable and sharable beauty content. Each article focused on a different member of the Brown Thomas Dublin Beauty Style Team and a different makeup skill, to match the video content.

Brown Thomas Dublin Beauty Style Team Videos

Our in-house video team shot on location at Brown Thomas for a beauty hacks series.

Video #1 covered ‘Non-Touring’ and was teased in advance across social with a 30 second edit.

Video #2 took a look at perfecting brows and eyes. Once again, we teased in advance.

Snap Session

We spent the afternoon in Brown Thomas with the Beauty Style Team and brought their knowledge and expertise to our SnapChat followers!

Brown Thomas Social Gift Card Giveaways

2 x €250 Gift Cards giveaways through FM104‘s crazy popular Facebook presence

Overall Results

😍 189k Facebook Reach
👀 8.6k Snapchat Views
❤️ 11,011 Web Views
Damien Halpin

Hi, I’m Account Director for urbanmedia

✉️ Email Me: damien@urbanmedia.ie

☎️ Call Me: +353 1 850 6534

🐵 See more of my recent work