CND VINYL WANTED THEIR BRAND, AND PRODUCTS, TO NOT ONLY STAND OUT AMONGST SIMILAR COMPETITORS, BUT TO ALSO CONNECT AND ENGAGE WITH THEIR AUDIENCE, ON A DEEPER LEVEL.
TO COMMUNICATE SHELLACS' SUPERIORITY WE CREATED A CAMPAIGN, WITH THE HELP OF LIFESTYLE INFLUENCERS, THAT ENCOURAGED CONSUMERS TO CONQUER THEIR DAY-TO-DAY LIFE, WORRY-FREE OF CHIPPED NAILS, WITH THE HELP OF LIFESTYLE INFLUENCERS.
THE POWER IS IN YOUR HANDS.
The objective of this campaign was to reposition Vynilux's, create awareness and to connect and engage with their target audience, while to staying true to CND’s brand personality: polished, professional, passionate, principled, and bold.
We worked with our cultural anthropologist to gather the deep insights needed for all the stakeholders. Here data provided us with the key insights that led to our big idea for the campaign: THE POWER IS IN YOUR HANDS.
We positioned CND Shellac as the original and only Power Polish, and created a brand-to-consumer connection on an emotional, rather than just functional, level.
We developed a trade campaign that centered around influencers via trade print DPS and SP ads, as well as online films. Lifestyle influencers, via social media, were able to connect consumers to the campaign, through real-life activities considered impossible with traditional nail polish. This empowered them to conquer their lives without the fear of chipped nail polish.