Annabelle / Web

Annabelle's blog

Target:

Women aged between 18 and 26 years old.

Market:

Montreal

Objectives:

Increase the notoriety of the cosmetic brand Annabelle, while reinforcing its positioning.

Strategy:

Makeup Junkie is a blog written by two professional makeup artists, supported by Nightlife’s expertise in content. Over a period of one year, the blog offers beauty tips and many more cosmetic tricks.

Video demonstrations of Annabelle products, tips for using the products are published under different headings and inspiring pictures are regularly added to the blog.

Readers can access the site through Nightlife.ca and can share the content via Facebook and Twitter. They are invited to comment on the articles and to share their appreciation using the “Like” button.

Annabelle ads have been inserted in the magazine and in the Nightlife.ca newsletter.

A section created to reflect Annabelle’s brand was set-up during the annual Nightlife.ca party, where participants could get their makeup retouched and get their hair styled.

Results:

The Annabelle brand increased its notoriety and visibility, and reinforced its positioning while maintaining credibility with its target group.