Magic

First integrated campaign targeting one single person

Hello Kanye!

ChallengeMagic is a traditional but also miraculous facial-depilatory cream. It is a solution for black men to avoid having bumps after shaving. Both, product and brand are seen as old-fashioned and have been currently forgotten.

Consumer problemBlack men, or men in general, aren’t really proud of applying an old-fashioned depilatory cream in their face. Even less, if they have never heard about it.

InsightBlack community is strongly motivated by a feeling of Black Pride. What black celebrities do easily becomes the trend: Black is hype.

StrategyIf we manage to reach one of the most popular symbols of current black pride, we also get the rest of the black community.

IdeaFirst integrated campaign targeting a single person: Kanye West

The goal of the campaign is to push Kanye West to use magic, for free. Therefore, we follow the celebrity in his ‘consumer journey’ from Chicago, where he lives, to NYC, where he works.

We talk to him from person to person, all making references to his creations and songs

From time to time, everyone look up to see what google says about themselves. So, we use contextualised ads that will also reach our broader target audience.

Push advertising drives Kanye and the audience to a website that explains the campaign. We invite Kanye West to sign in himself via twitter on the webpage and leave a video-post of himself using Magic.

Other users can also read about Magic, join the call themselves or tell @Kanye about it on twitter #IsKanyeMagic.

Finally, Magic rewards users’ participation while waiting for Kanye West to use Magic, and creates advertising with consumers themselves.

ConclusionWith this campaign, Magic not only gains online and offline free publicity with a minimum media investment but also breaks back into the market with a differential tone of voice unique for the Afro-American community.