32 MILLION

🌟 Urban Decay’s STRONGEST results & LARGEST campaign for 2024 🌟

PROJECT OVERVIEW

Urban Decay’s Naked Original Eyeshadow Palette Campaign was to reignite the love and nostalgia for the brand’s iconic product. Discontinued in 2018, the palette made its highly anticipated return in 2024 as a limited-time relaunch. Working with Macro (500K-1M followers) and VIP influencers (5M+ followers) such as Adelaine Morin and Hemali Mistry, this campaign aimed to generate social buzz, foster organic enthusiasm, and reestablish Urban Decay’s dominance among millennials and Gen Z consumers.

💌 One of my favorite projects to date! It was so nostalgic to contribute to the relaunch of the first eyeshadow palette I ever tried as a child, sneaking it from my mom’s vanity. Generating lots of engagement and positive feedback within the beauty community to embrace this comeback made this campaign even more special.

KEY INITIATIVES

• Designed PR Mailers

• Executed Mass Seeding Strategy

• Analyzed PR Mailer Performance

• Developed Campaign Briefs for Macro & VIP Influencers

• Led Influencer Marketing Strategy on TikTok & Meta (Paid & Earned)

Tools Explored 🔧: Traackr, Sprinklr

PR Mailer Designs

@adelainemorin