Client Profile: Estée Lauder, a multinational manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. So what on earth did they possibly want from me?
Client Needs: A whopping 80 million daily active users in the US alone flock to Snapchat for more than 30 minutes every single day on average, and 78% of them — just over 64 million — are between the ages of 18 and 24 (TechCrunch Q2’18). But after the dancing ghost forever changed the world of commercial ads from traditional horizontal landscape to tall, vertical form — and by allowing their users to SKIP commercials at any moment — the world of advertising was left scratching its head! Queue ghost face!
My Analysis: With only one fourth the width of every shot allowed and without mandating the viewer to sit through the full commercial like YouTube or TV, I’d better make this relatable to every young fashionista in America.
My Process: If Snapchat says I must zoom in, no problem — I’ll show beauty products for what they really are. Cosmetics is a close-up industry, anyway. And at the end, I’ll show you the full picture — no pun intended!
My Outcomes: Estée Lauder deployed my vertical commercial on Snapchat successfully targeting millions of millennials. And cosmetics never looked so good on iPhone.
