All You
Brand awareness campaign for Glossier

The Objective: Develop a dynamic, social-focused brand awareness campaign for Glossier with unique visual assets. Conceptualize and design a campaign identity, social media content, and a 30 second commercial spot, along with a playbook of research and strategy.

The Insight: People want to feel encouraged and embraced for their natural appearance and who they are.

The Idea: Let's showcase Glossier's belief in natural beauty by capturing moments where people feel confident and beautiful in playful "Polaroids."

The "All You" Campaign highlights real Glossier customers' natural beauty, aligning with Glossier's brand purpose of developing skincare products and makeup for effortless and natural looks.

The unique visual elements provide a spin on Glossier's existing identity by utilizing their current colors and typography, but also incorporating new illustrative flourishes and the "Polaroid" frame. The usage of genuine customer images, as opposed to studio photography, also speaks to Glossier's reputation for communicating and engaging with their user community.

The 30 second spot introduces dynamic animations of the campaign's visual elements, demonstrating their playfulness and character. 

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The campaign's Instagram utilizes Glossier's existing account with uniquely designed posts and Instagram Stories. The feed features a combination of statement text, memes, and photos of real users with the campaign's "Polaroid" frame and illustrated elements. 

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Instagram stories help bring the campaign to life by inviting user interaction. An Instagram Story Effect with an AR face filter of the All You "Polaroid" frame allows users to post their own Stories with the filter, which Glossier can share to their own account. The account also provides wallpapers with affirmation messages that viewers can screenshot and use on their own phones.

All of the campaign's components communicate the message of All You in engaging and unique ways that align with Glossier's purpose and identity.

View the full All You playbook here.