Estée Lauder • Daywear
REIMAGINING A CLASSIC BEAUTY PRODUCT FOR GEN Z
Estée Lauder, who are a long-term client of The Digital Fairy’s, approached us for an experimental UK campaign to promote their iconic DayWear moisturiser to a new generation with the brief objectives to drive relevance and sales from a UK and European Gen-Z audience. We needed to produce insight-led creative, shoot production, a paid-media channel plan, e-commerce landing strategy and an influencer network to amplify the campaign.
Working with existing products and packaging, we delivered a complete campaign strategy and concept, as well as the production of a suite of assets and influencer activation. We pushed Estée Lauder into new territory (at the time) with their first ever TikTok campaign casting big stars including Sara & Avni /@iconicakes and Daisy Jelley and Ivy - plus a layered tier of content creators in support. To stay true to the campaign we shot it with an entirely Gen-Z cast and crew.
A new laidback skincare diffusion collection from Estée Lauder. Soft, dreamy creams to soothe skin every day. Emphasising a casual, relaxed, daily approach to great skin, helping Gen Z to feel dewy, hydrated, and thriving every day. #everydaywear
WHAT WE DID
Presenting the range as a new diffusion collection, 'everydaywear By Estée Lauder.' We took a fresh approach to both language and visuals around the product range in a dreamy shoot playing on trending transitions and y2k nods. Emphasising a casual, relaxed, daily approach to great skin, helping Gen Z to feel dewy, hydrated, and thriving every day, the campaign was ideated, created and shot exclusively by and for Gen Z.
1.2m total engagements across the campaign | 13.3% engagement rate (10% higher than the industry average). | Our hero campaign video gained strong results on @esteelauderuk, setting new records for the page with 26x higher video views and 95% higher engagement rate than brand benchmarks. | The campaign was featured as a best practice case study by beauty industry outlet Glossy.
'The Estée Lauder brand worked with The Digital Fairy agency to relaunch the Daywear moisturizer in April with Gen Z in mind. Working with TikTok stars including Sara & Avni (@iconicakes, 2 million TikTok followers) and Daisy Jelley (@daisyjelley, 1.7 million TikTok followers), the Daywear campaign was ideated, created and shot exclusively by Gen Zers. This test-and-learn campaign aligns with what Amy Oelkers, TikTok U.S. director of CPG and global business solutions, suggests brands do before diving headfirst with their own channel.'