colourpop x nba launch
colourpop x nba launch
colourpop x
nba launch
LAUNCHING A never-before-seen collaboration with the NBA, featuring six beloved franchise teams
Leading beauty brand ColourPop Cosmetics tapped The Brand Agency to help launch their never-before-seen collaboration with the NBA, featuring six beloved franchise teams. Their collection included palettes, gel liners, and more themed to the LA Lakers, Boston Celtics, Dallas Mavericks, Chicago Bulls and Miami Heat. Being that two iconic brands were collaborating for the first-time, we wanted to create a viral moment around the launch, not only obtaining Tier 1 press but also producing an event that spoke to the collection. Our team was also tasked with looking outside of “beauty insider” circles and creating an outreach program that brought NBA insiders into the fold.
the challenge
data driven results
For pre-launch, our team worked to secure an exclusive with WWD to launch the news, as well as gather addresses from key wives, sisters, mothers, children, and girlfriends of NBA stars, NBA reporters, regional editors, and NBA dancers to gift the collection to for them to try out and post on their social media channels. Once the exclusive went live, we sent out our pitch widely to our contacts at entertainment, beauty, sports and regional markets the collection spoke to. In an effort to create a viral moment in addition to the press and gifting, The Brand Agency connected with our friends at Hyde Lounge at The Staples Center to produce a one-of-a-kind event for the LA Lakers vs. Phoenix Suns game, celebrating the launch. We made sure to invite our press friendlies in town at the major beauty and sports outlets, as well as key beauty influencers in the industry. Due to The Brand Agency’s efforts, we were able to secure press placements in leading beauty publications like WWD, Allure, POPSUGAR, Teen Vogue, sports outlets FanSided and Yahoo! Sports, marketing trade BizBash, and national and regional publications like Entertainment Tonight, Good Morning America, ABC News, Hollywood Life and Dallas Morning News. In addition to press, we utilized our ability to garner organic social media posts of the collection from key wives, girlfriends, mothers and children of NBA stars like Jordyn Woods, Nina Westbrook, Mia Amabile, Daniela Rajic and Trinity Rodman, and of the event from beauty influencers Shayla Mitchell, La Demi, Karen Gonzalez, as well as Cardi B’s makeup artist Erika La’ Pearl.