THE Challenge

How do you evolve brand perception for a new generation of digital beauty consumers interested while still remaining authentic and true to the brand's heritage?

Our Approach

With ‘From the Desk of Liz’ we created a fictional character, a modern creative and entrepreneurial woman who embodies the spirit of the brand’s eponymous founder, providing a personalized, behind-the-scenes consumer experience, guiding a new view through the brand’s rich New York history. A first-person narrative offers consumers the transparency and access they expect from brands in the social age of digital storytelling.

ROLE

Digital Strategist

• Influencer Casting Support

• User Journey Mapping

• Content + Creative Strategy

• Reporting + Analytics

Team 

Creative Director:  Woodie Moon

Account Director: Clair Sidman

Senior Copywriter + Content:  Angel Hakim

Senior Digital Strategist: Chantel Williams 

Digital Strategist: Kyle Berube

Agency:  iced media

Awards:  2017 Glossy Award Winner

SOCIAL CONTENT REIMAGINED

Establishing the lifestyle of the fictitious Liz Arden allowed for thoughtful and seamless product inclusion throughout all social content shared by the brand. Repositioning the brand meant changing how social content looked and felt, its tone of voice, and even relevant emojis. 💄🗽

STRATEGIC PARTNERS

Casting was paramount to the campaign’s success, and we made sure that our partners were the right fit for the brand. @ChelseaHandler, @Iris.Apfel, @MiaMoretti, and @GabiFresh, a diverse cast, joined the brand's standing team of ambassadors to modernize the brand to the eyes of newer and younger consumers.