Benefit’s ‘Bold Is Beautiful’ Projecthttps://www.looklook.co.uk/wp-content/uploads/2019/05/Screenshot-2019-05-27-11.52.18.png854828LookLookLookLookhttps://secure.gravatar.com/avatar/eb358a704ad128e8080e22cc46afbdb0?s=96&d=mm&r=g
BENEFIT’s BOLD IS BEAUTIFUL PROJECT
This Spring we are lucky enough to partner with Benefit Cosmetics on their Bold is Beautiful project. We worked with them by providing a Gif booth in store at their Spittalfield’s boutique and their Carnaby Street flagship store.
Carnaby Street New Benefit Store
Benefit Gif booth
Benefit host the Bold Is Beautiful Project every year to raise money for their favourite charities. This year the two charities involved are Refuge: a charity aimed at helping domestic abuse survivors, and LOOK GOOD FEEL BETTER who improve the quality of life for people undergoing cancer treatment.
HOW TO GET INVOLVED
You can get involved in a number of ways, including;
Drop into the Benefit cosmetics boutique and donate to use the Benefit Gif booth
So far the project has raised over £100,000 and counting. Our Spittalfield’s gif booth is set-up so that you can donate £1 via the till point to the charity when you use the booth. Each GIF is completely customised, as it the entire user-journey from the SMS text to the social share captions.
WHY A GIF BOOTH?
GIFGIF is perfect for in-store activations due to it’s small, compact size. Benefit chose to have multiple animated overlays featuring their superhero icon which looks great and increases brand recognition for the project when shared online.
We are delighted to be working with Benefit and supporting two well deserving charities by raising funds and raising profile for them. For the beginning of the campaign, customers could engage with the Carnaby Street gif booth for the first few weeks and Spittalfields for the last two weeks.
The project runs until the 2nd June so get on down to the Spitalfield’s gif booth and get involved.
FIND OUT MORE..
If you’d like to speak to us about an in-store photo, immersive photo experience or brand experience get in touch with [email protected] We have a range of Off-the-shelf solutions including an Array booth or 3D photo booth, photo booths with custom video after effects and can help you to increase brand affinity and score NPS points with your customers.
The Most Instagrammable Content at London Fashion Week SS17 #LFWhttps://www.looklook.co.uk/wp-content/uploads/2018/04/LFW-Alexa-Susie.jpg690460adminadminhttps://secure.gravatar.com/avatar/580c73cd94616cbdf17e8e85a93e0e48?s=96&d=mm&r=g
London Fashion Week SS17 has come and gone and we are still reeling from all the excitement it created. Every year it gets bigger and better as more brands engage with even larger audiences through social media and user generated content.
As London Fashion Week themselves said;
“…there are more ways than ever to get involved through digital engagement.”
Here at LOOKLOOK we have seen massive increase in brands looking to create fun, shareable and engaging content and it doesn’t look likely to change anytime soon. Figures show that 84% of customers are more likely to buy a product after experiencing the brand or product at an event (Event Marketing Institute, 2014). We’ve worked with top brands such as Nike, Selfridges and Macy’s in New York all coming to us with the brief of wanting to engage their customers in an experiential way.
This year we have seen more innovative ways than ever for brands to engage with their fanbase; Instagram Stories live takeovers from @LondonFashionWeek to live streaming of catwalk shows. We’ve seen ASOS creating live 15-min interview based podcasts with fashion insiders and the OUTNET’s immersive experience with their instagrammable hub of light and colour. Fashion brands are leading the way when it comes to embracing digital mediums and user generated content.
Of all the fashion weeks, London is known to be the most quirky and open-minded. With big names like Burberry showing alongside newbies Ashley Williams and Shrimps and regular attendees including eclectic style blogger Susie Lau of Style Bubble, cool girl Alexa Chung and 7ft inflatable latex clad Pandemonia, it’s easy to see why the fashionistas of the world have all eyes on the capital in February and September each year.
Pandemonia, Susie Style Bubble and Alexa Chung at #LFW
London Fashion Week SS17 Stats…
78 shows and presentations
Over 5000 visitors from over 58 countries
1,258500 posts on Instagram tagged #LFW
24, 000 bottles of Evian drunk (say whaaaat?)
#LFW (as it’s now known thanks to Instagram and Twitter) is the perfect opportunity for brands and designers to create experiences and content for users to share on social media.
Here is LOOKLOOK’s round-up of the top Instagrammable (is that a word?) content from London Fashion Week SS17.
4,199 Instagram Hashtags
For the last few years Burberry have been way ahead of the game with regards to digital content and this season the super-brand did not disappoint with it’s specially designed venue ‘Makers House’.
Not only did the brand’s much anticipated, first non-seasonal, see-now-buy-now catwalk show take place here but the venue was open for a week after, showcasing original works by Britain’s finest artisans using the collection as inspiration. Cue the fash-pack snapping and sharing their experiences on Instagram!
The Fash-Pack on Instagram #BurberryMakersHouse
VIP show guests such as Cara Delevingne, Lily James and DAZED’s Jefferson Hack were also invited into ‘The Studio’ of Makers House to create beautifully shot video content for Instagram featuring ceramic busts and a touch of good old British humour.
THE OUTNET celebrated the personal style of industry insiders, show-goers and visitors alike at its Instagrammable hub of light and color. Visitors were able to recharge their batteries, enjoyed fashion week fuel by Jasmine and Melissa Hemsley of HEMSLEY+HEMSLEY and enjoyed the immersive experience as they watched their own personal style light up the room.
Shoes. A girl’s (non-diamond) best friend….and we’d like both shoe designers Charlotte Olympia and Sophia Webster to be in our Girl Gang please! Both designers graduates of the renowned Cordwainers Collage and both with a passion for colour, fun and femininity in their shoes and accessories.
Charlotte’s London Fashion Week SS17 presentation took place in the Sheraton Grand Hotel ballroom and was inspired by Carmen Miranda and 1940’s cabaret joints. A chorus line of dancers decked out in sequin swimsuits and Charlotte’s fruity platform heels danced with giant foam bananas, much to the guests phone-camera delight.
Charity DKMS wanted to raise awareness of their cause by partnering with various brands, celebrities and photographers associated with London Fashion Week. Their #ShareTheLove campaign asked attendees to ‘kiss and share’, whether that be each other in photos taken by Greg Williams or at our GIFGIF booth at the Liv Tyler x Belstaff SS17 presentation.
Liv Tyler and Celebrity Hairdresser James Brown ‘Sharing The Love’
Charlotte Tilbury x GIFGIF – How LOOKLOOK Became Window Starshttps://www.looklook.co.uk/wp-content/uploads/2018/04/CT-Matte-Recolution-lipsticks.jpg32152087adminadminhttps://secure.gravatar.com/avatar/580c73cd94616cbdf17e8e85a93e0e48?s=96&d=mm&r=g
Kate Moss. Kim Kardashian. Gigi Hadid. Cara Delevigne. Just a few of the superstars that world-renowned makeup artist, Charlotte Tilbury has worked with over the years – she’s the crème de la crème… or crème de la Magic Cream–the name of one of her much-loved products from her stunning beauty range.
Charlotte Tilbury with Kim Kardashian
The brand has never been one to shy away from the power of digital content, with Charlotte herself posting make-up tutorials on YouTube since 2012.
At Charlotte Tilbury, they understand that their target customer is looking for more than just a red lipstick or a shimmering eyeshadow – she wants tutorials, she wants visuals, she wants an overall brand experience.
In September of 2015, Harlequin Design appointed LOOKLOOK Photo Booths to create a GIFGIF experience for Charlotte Tilbury customers visiting the brand’s new counter in John Lewis, Oxford Street.
The campaign asked, “#WhoCouldYouBe” and invited shoppers to pick one of Tilbury’s make-up personas – The Rock Chick, The Bombshell, The Golden Goddess to name just a few.
After being made up by the Charlotte Tilbury artists in their chosen look, the customer then created a GIFGIF at our booth. The GIFs were displayed on large screens in the main window of John Lewis, Oxford Street and the result was an eye catching display, beckoning passers-by to enter the store.
Charlotte Tilbury GIFGIF In-Store
The happy customer not only left as a window star with a celebrity inspired make-up look but also received a text message to their phone with a link to their GIFGIF to share on Facebook, Twitter and Instagram.
The week-long #WhoCouldYouBe campaign was a roaring success – attracting passing trade, making the customer part of an interactive experience and increasing exposure across social media channels for the Charlotte Tilbury brand.
Charlotte Tilbury GIFGIF Window – John Lewis Oxford Street
Fast-forward to November 2015 – the Charlotte Tilbury flagship store launch in Covent Garden. GIFGIF was back to celebrate with key players in the beauty industry and celebrities alike. TV and radio’s Fearne Cotton and Made In Chelsea’s Millie Mackintosh, each with millions of followers on social media, both made GIFs and shared on Twitter and Instagram.
Millie Mackintosh & friend making a Charlotte Tilbury GIFGIF
GIFGIF yet again, enabled the Charlotte Tilbury brand to maximise exposure, making the event go way beyond the store’s four walls by creating instant, shareable content. The GIFs were again displayed on custom digital screens outside the store for all of Covent Garden to see.
GIFGIF Screen – Charlotte Tilbury Flagship Store Covent Garden
As Charlotte Tilbury Beauty continues to grow and launch exiting collections such as ‘Hot Lips’ and new signature perfume ‘Scent of a Dream’, as well as open new locations across the UK, LOOKLOOK Photo Booths has been delighted to be part of the action. We have been “GIF-ing” in Peter Jones in Sloane Square as well as John Lewis in Stratford. We even made it all the way to John Lewis in Cardiff for the Charlotte Tilbury launch there.
For more information on how we can maximise your brand’s exposure online as well as create a fun interactive experience for your customers, call us on 0203 005 4926 or email [email protected]
The Rise of Event Content & Experiential Marketinghttps://www.looklook.co.uk/wp-content/uploads/2018/04/met-gala2-1.jpg640799adminadminhttps://secure.gravatar.com/avatar/580c73cd94616cbdf17e8e85a93e0e48?s=96&d=mm&r=g
Whether it’s spending hours glued to your iPhone flicking between seven different apps or that you just can’t concentrate on watching a film on Netflix for more that ten minutes. Tales of the human attention span becoming increasingly shorter due to technology, often seem like something out of a sci-fi movie (that I could only watch 10 minutes of #bored)
It takes a lot to grab our attention. We’ve seen it ALL *nail-painting emoji*…or so we think. Cue the 2016 MET Gala – the fundraising gala (pronounced GAH-LAHH dah-ling) where Rihanna and Beyoncé fight over the title of Best Dressed in designer dresses from Balenciaga and Balmain. Not since Kim Kardashian’s PAPER magazine cover has the Internet been so broken. Well, Instagram to be precise. On the evening, fashion bible Vogue teamed up with film director Gordon von Steiner to produce standout video content to be shared specifically on Instagram. These short video snippets of celebrities and models standing, posing or dancing within a light installation spread through the Insta-verse like wildfire. The combination of the strobing lights, the futuristic music and the super-stars themselves created a stroke of visual marketing genius.
The event, at which a ticket costs around $30,000, became instantly accessible to all and in almost real-time. As a result, Instagram users were engaged and felt part of the event. Not only did the famous faces share their experience with millions of followers, but so did thousands of users. This generated millions of views for each video, spreading the Vogue and MET Gala brand names across social media. #NOTboring.
The rise of experiential marketing is hard to ignore. Nicky Havelaar, managing director at creative communications and events agency Crown explains
“The consumer is bombarded with an unprecedented amount of information through a multitude of channels, thus it is imperative to cut through the noise with original and authentic methods to grab their attention,” she says. “Events and experiential provide a creative, yet relevant platform to engage consumers and it’s a key reason why the creative industry is thriving as the focus is on the consumer.”
Another example of amazing immersive brand experience is that of the Mondrian Hotel in Miami South Beach during Art Basel back in December 2015.
Visual installation duo Dawn of Man projected digital images onto the rainbow-shaped hotel pool which was filled with 250,000 ping-pong balls. The interactive installation was a highlight for guests and partygoers who were able to dive in and be part of the work.
Laura Newman-Cardwell, creative producer at Output Group explains,
“Immersive content is one of the ways brands are challenging the existing status quo. In its simplest form, immersive content is a multi-sensory experience designed to tell a story. To create truly immersive content, it must allow the consumer to become a part of the story through the use of his or her own interaction and imagination – at this point an experience is elevated from being passive to personal. Then, at that moment of genuine human connection, brands can make a lasting impact on their audience.
Here at LOOKLOOK we are always looking to the future. We believe that the need for fun, visually satisfying content created at events will not be slowing down anytime soon. Our GIFGIF has been in action since 2014, producing moving content for global brands such as EE, L’Oreal, Christian Louboutin and Red Bull.
GIFGIF at MOET Party Day
Lottie Moss does GIFGIF at Dazed x DKNY
Dazed x DKNY – Dazed Kids New York
Want to bring your brand into the future with uber-shareable gifs? You know who to call!