Like most live events in 2020 The Brown Thomas Beauty series couldn’t proceed as normal in store due to the government restrictions. We worked with the BT Beauty team to deliver a set of virtual experiences for their top brands including NARS, bareMinerals, M.A.C., Laura Mercier, MORPHE and Jo Malone where we could engage with customers and drive online sales for the brands. 

The Remarkable Experience 

We invited Brown Thomas customers to experience our Beauty Breakthrough – a must see series of Virtual Beauty Events with an exclusive list of masterclasses and tutorials from the best in the business. Viewers learned top beauty and skincare tips from industry experts as well as seeing first hand some of the new products available in store and online.  

We developed a full virtual event platform for Brown Thomas to sell tickets to the events to customers. Tickets could then be redeemed online against the purchase of branded items specific to that event. This increased retail sales for the brand at a time when many retailers were closed. 

Online make-up artists have a hugely loyal following and by partnering with the correct brand ambassadors we were able to deliver a unique experience for customers when they were stuck at home in a lockdown.  

We worked with Jamie Genevieve, Katie Jane Hughes, James MacInerney, Keilidh Cashell, Nicole Faulkner and Fiona Leahy to deliver a series of virtual experiences that were a first of its kind in Ireland and the UK.    

Attraction

By working with the top brand ambassadors we ensured that the earned and owned media coverage of the virtual events delivered an impressive reach to the target audience. 

We promoted the events across the brand ambassadors’ social media platforms in addition to a full CRM campaign across the Brown Thomas owned media platforms and social media suite. 

Live

We developed a full virtual events platform where we delivered everything from ticket payment portal to live video production to streaming and event management.

All events were broadcast seamlessly to a paid audience globally.

The immersive sessions allowed fans the opportunity to chat to their favourite make-up artists and to experience their skills and of course their personalities up close and personal.

Amplification

The events ran live across the Brown Thomas media and social channels creating a global audience.

By working with globally renowned brand ambassadors we ensured that the campaign delivered on reach and engagement metrics.

The Impact

The campaign was an absolute success with all events delivering on both reach and engagement in addition to ticket sales. 

The campaign proved that traditional live events could move to a virtual setting and continue to be a successful as ever.