LONDON – Benefit Cosmetics partnered with ODD to introduce ‘The Great Browdini,’ a brow magician who, over the course of June 30, responded in real time to Benefit’s Twitter audience on their brow dilemmas.
Benefit asked its audience everywhere to share their brow selfies or questions on Twitter by tagging @BenefitUK #BenefitBrows. The Great Browdini responded to every tweet every five minutes with pre-recorded or live, personalized advice, featuring plaudits for the best brows, how to’s and links to recommended products.
‘The Great Browdini’ character is part of a campaign, developed by ODD, to launch the new Benefit Brow product range, comprising of thirteen new products and tools including Gimme Brow gel, Goof Goof pencil and the BrowZings shaping kit. The launch was the biggest in the history of the Benefit brand.
The Great Browdini was also supported by video content across Benefit’s social channels, including Twitter, Facebook and Instagram. The best content generated by The Great Browdini will be shared as top tips montages and online tutorials.
The Great Browdini, a sassy character with a trick up his sleeve for every brow, is played by Benefit’s Brow Trend expert Mark Rogers.
Benefit released teaser content to key influencers as well as a pre-launch video to encourage participation and generate intrigue around the character.
Michelle Stoodley, Head of Digital Marketing at Benefit said: “This is the biggest launch in our brand’s history so we wanted to be able to engage and excite our community and those beyond in a way we’ve not done before. We feel the Great Browdini is the perfect way to educate, inspire and generate a wave of excitement around brows”.
Nick Stickland, co-founder and Creative Director, ODD said: “The team at Benefit always challenge us to create social campaigns that communicate a product’s features and benefits in a unique, disruptive and fun way. Today’s campaign will show just why Benefit are leaders in the brow category, showcasing their inimitable sass and style, with a little help from ‘The Great Browdini’.”
