2026 MOSAIC ADDY AWARD
2026 SILVER ADDY AWARD: SOCIAL MEDIA CAMPAIGN
2026 SILVER ADDY AWARD: INTEGRATED CONSUMER CAMPAIGN
2026 SILVER ADDY AWARD: INTEGRATED BRANDED CONTENT CAMPAIGN
SERVICES
Creative Direction
Brand Strategy
Copywriting
Campaign Development
SOCIAL MEDIA STRATEGY
CONTENT PRODUCTION
AWARDS
THE CHALLENGE
Reposition IPSY from a traditional beauty subscription service to a cultural leader in the beauty space, specifically targeting beauty hobbyists and Gen Z consumers. IPSY needed to differentiate from competitors like Allure and Refinery29 while driving subscriber acquisition goals of 43,000 new subscriptions by year-end. The challenge was amplified by the fact that high-production editorial content had historically underperformed on IPSY's organic social channels, and the team was 6 months behind on major campaign initiatives with significant board pressure to deliver results by July 18th.We developed a comprehensive brand platform centered around "I Play Beauty" - celebrating beauty as a form of creative play and positioning IPSY members as beauty hobbyists rather than passive consumers. Our approach shifted the brand narrative from product-focused messaging to community-driven content that embraced experimentation, creativity, and the joy of beauty discovery. The campaign launched with three core creative pillars that formed the foundation of the brand platform:
I Play Beauty Hero Film
A cinematic brand anthem that established the emotional connection and core brand values, positioning beauty as a form of creative play and self-expression.
Names We Call Ourselves Hero Film
A cultural relevance piece exploring beauty identity and the names we use to define ourselves in the beauty space, designed to drive conversation and deeper community engagement.
The Beauty Hobbyist Social Series
An ongoing social content series featuring real IPSY members and creators showcasing their beauty collections, creative processes, and authentic beauty journeys to demonstrate the beauty hobbyist mindset.THE CREATIVE SOLUTION
Hero Film Performance: 28M+ views on I Play Beauty brand anthem video with 1.8M+ shares demonstrating massive organic reach
Paid Media: 47M impressions, 2.1M+ clicks/engagements
Organic Social Performance: 12.3M total organic views and 485K engagements across all content series
Branded Search: 18% WoW lift in impressions (4.2M vs. 3.5M) & 25% WoW increase in clicks (67k vs. 54k)
Average Daily Brand Search Volume: +22% compared to last measurement period
Organic Traffic: Increased 45% WoW (1.1M vs. 761k)
I Play Beauty Landing Page Traffic: 185k lands, 12.4k quiz starts, significant conversion rate improvement
Public Relations: 12 media placements including PR Week, Ad Age, Hypebae, and more – 18M UVM and $64M in EMV
The strategy integrated seamlessly with IPSY's existing infrastructure, leveraging their 2.5M social followers, 10M+ email database, and extensive creator network while addressing their need for content that performs well organically rather than requiring heavy paid media spend.