Best Fashion Or Beauty Social Media Campaign

Chanel‘s new lip color, Chanel Rouge Coco Shine, captured the essence and heritage of the brand and was spot on for the aspiring young stylistas who make up the TeenVogue audience. Chanel came to The Studio at Condé Nast to create an online contest that would help build awareness of the new lipshine line through social media.

The prize package provided a huge incentive for engagement and sharing: a trip to Paris to visit the House of Chanel, view a Chanel fashion show, visit Coco Chanel‘s apartment and be the focus of a fashion shoot. Entrants for the Chanel Rouge Coco Shine Contest uploaded videos demonstrating how they embodied the spirit of one of five lipshine colors that represented attributes of Coco Chanel‘s own spirited life and personality. Ads drove to the contest site which housed a gallery of contestants visitors could vote on, content on the lip colors, and bios of Coco Chanel and Chanel‘s Creative Director. Throughout the contest‘s multiple phases, visitors could share their favorite contestant videos on Facebook and also spread the word on their own participation, whether entering or voting, and in the end, Like the brand.

Through this beauty-filled experience, TeenVogue.com‘s stylish readers — and myriad members of their Facebook circles — were introduced not only to Rouge Coco Lipshine, but to the heart and soul of the Chanel brand itself.

Contributors:

CONDE NAST

Location: USA