#confesstoconceal
THE OBJECTIVES
We needed to develop a creative format that felt relevant for the Armani beauty network, engaging for their followers, and impactful enough to drive renewed brand awareness in an increasingly competitive beauty landscape. The goal was to spark conversation, not just recognition - ensuring Armani stayed top-of-mind and in-feed.
We were challenged to spark viral moments - eye-catching, shareable, and impossible to scroll past. The aim was to move beyond traditional engagement, creating buzz-worthy touchpoints that would ignite conversation and organically extend Armani beauty’s reach.
ACTIVATING OUR COMMUNITY STRATEGICALLY
Our Armani ambassadors. Partnering on a long-term basis to foster authentic partnerships and brand loyalty. Spearheading creative concepts to trickle impact and influence through to lower-tiers.
Drive engagement and creative exploration. Trend-led content that leverages Armani's platform for storytelling and provides an opportunity to tap into moments in a more reactive way.
The core of the Armani Beauty community. A trend-focused, grass roots, insight engine. Trialing and targeting subcultures and niches to have a steady drumbeat of UGC.
OUR RESULTS
OUR RESULTS
See more of our work
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Marc Jacobs came to Buttermilk in Q4 of 2023 wanting to reignite love for two of their most iconic handbags: The Tote and The Snapshot. The love was there, it was just latent.
We work with the world's most exciting brands and connect them with the world's finest tastemakers.
