A box, a camera, and one very good line.
A few dozen names. Every one of them a beauty executive who deletes things for a living. The job was to make something that got opened, kept, and repeated in a room we'd never be in.
$1
plus an undisclosed number of zeros in revenue, off a list you could fit in one room
One Idea
carried across mail, social, display, print and other collateral
Every piece
designed and art directed in house, through to press-ready files
The mailer, inside and out. The brochure was personalized to the recipient by name, so the question on the cover was addressed to them specifically.
The challenge.
Data is invisible.
You cannot photograph a dataset. You cannot hand someone a dataset. Nobody has ever felt anything about a coverage chart.
Meanwhile the people we needed were beauty executives — an audience with actual taste, who are marketed to relentlessly, and who delete things for a living.
A cold email was never going to do it. It had to arrive as an object.
You can’t see the whole picture. With Circana, you can.
Why a camera.
The pitch was complete coverage — mass and prestige, finally in one view. The whole argument was about seeing the full picture.
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The gift was a camera. Not a branded tumbler. Not a notebook. An object whose entire purpose is to capture a picture, sitting inside a box that says our beauty data completes the picture. The metaphor does the selling before anyone reads a word.
The box asks a question.
Deep purple, no product shot, just a line across the lid: "Can’t get a true picture of mass and prestige beauty?" The answer is inside, which is the only reason to open it.
Their name, on the page.
The brochure asks the recipient, by name, whether they can find one source of truth. Hard to file that under junk.
One idea. Everywhere.
“With Circana, you can” closes the box, the brochure, the banners and the ads. Repetition is the whole trick.
One idea, everywhere.
A mailer alone is a stunt. The line had to keep showing up everywhere the audience already was, so by the time a rep called, the name was familiar.
Print Ads and Collateral
Social Posts
Anyone can have an idea. Making it land is the job.
ROLE: All design/Art direction and production across packaging, print, digital and social, including animation, through to press-ready files. Campaign concept by the Circana marketing team.