Benefit Cosmetics came up with the idea of a ‘BrowMobile’ tour across the UK & Ireland, which would visit a group of competition winners throughout the year. To promote the competition and gain entries, the Benefit Brand & Marketing team required a piece of cross-platform viral video content that could be used on social media and for other digital channels (like Display).
To highlight the fact that the BrowMobile would be travelling all over the UK & Ireland, even to the remotest of locations, we opted to film the viral video content up on Dartmoor in Devon. We cast a woman with bushy brows to be the star of the video for added humour, which we believed would give the video a viral edge.
The BrowMobile tour and competition were supported by digital and online activity, for which the video we created was used. The video gained over 44,000 organic views on Facebook, over 400 reactions and 224 shares.
On YouTube, the video was viewed almost 450,000 times. As a result, Benefit received in excess of 60,000 unique web visitors to the competition page in a short space of time.