The Drum Awards For Content: Who will shine in the Fashion, Health, Beauty or Luxury category?

Ahead of the December 9 awards ceremony, we recap the nominated campaigns in the Fashion, Health, Beauty or Luxury category, where Fenty Beauty, L’Oréal, Porsche and others are in the running.

These awards celebrate the best branded content in the world, with this category judged on innovation, creativity, clear strategic thinking, effectiveness and tangible results.

Twitch for L’Oréal – Maybelline NY

To promote their new mascara, the Colossal Curl Bounce, Twitch presented Maybelline with a unique opportunity to not only engage popular streamer Fasffy for a dedicated makeup stream, but also create an interactive community experience where viewers they could choose every part of their look, from colors to style, using Twitch’s poll feature.

Twitch also built a custom chatbot that allows viewers to click directly to buy mascara for themselves.

Ultimately, this campaign was highly successful, exceeding the metrics by up to 89% and skyrocketing sales with a 31% increase in Maybelline brand searches on Amazon and a 15.6% increase in views. rapids.

Whalar for Clé de Peau Beauté

Martha Stewart's TikTok

Premium beauty brand, Clé de Peau Beauté, has set out to expand its devoted following and introduce its products to a new generation, meeting them where they go for beauty advice and inspiration: TikTok and Instagram. Teaming up with American icon and devoted fan Martha Stewart, this was the perfect partner for the brand’s TikTok debut.

Clé de Peau Beauté needed to promote its prestigious products, direct users to the site and cause a sensation on social networks and beyond. The juxtaposition of a classic brand on a fun and youthful platform was ready for humor. The brand’s nuanced approach combined Stewart’s universal appeal, trendy yet effortless TikTok poses, and cheeky humor.

The idea was to reveal the brand and products as Stewart’s secret to his “thirst trap” selfie. Clé de Peau Beauté worked closely with Stewart to create five videos all in the style and language of TikTok. The former wowed the world with Stewart’s recognition and ownership of the Thirst Trap title and explained how he achieved it with the help of Clé de Peau. The following four videos showcased different products and played up Stewart’s new status as a classy and desirable TikTok influencer, able to hold her own and eclipse any other beauty tutorial.

The first video garnered over 5 million views in its first five days. In total, across all content, the campaign surpassed 78 million views across TikTok and Instagram, with the content beating brand lift (Kantar)’s beauty category benchmarks by 222%.

Drum and Condé Nast for Porsche

The Art of Drive, by Drum, aimed to increase the brand’s relevance and consideration among new audience groups by understanding that the contemporary luxury public wants brands that lift them up and help them realize their aspirations.

The agency was inspired by Porsche’s history as a brand driven by a dream: to create the perfect sports car. Partnering with Condé Nast and bringing together, for the first time, Vogue and Wired, the program has showcased the brightest cultural luminaries to inspire the creativity of its audience and provide tangible insights and interactive content to ground that inspiration in learnings crucial to the success.

At its core, The Art of Drive is a video-driven platform designed to inspire audiences with inspirational films to make their dreams come true and then crucially provide the tools to achieve them through insightful educational content. Along the way, audiences were able to engage with talent through a series of virtual events, ensuring they received learnings relevant to them.

Porsche has seen brand affiliation, association and purchase intent grow by double digits, all verified through an independent study done specifically for The Art of Drive.

Zulu Alpha Kilo for Harry Rosen

Masters Harry Rosen

As Canada’s leading luxury menswear retailer, Harry Rosen has traditionally been seen as a place to shop for tailored suits for the workplace, but now needed to expand its audience to a new generation of men who don’t they wear clothes.

With a resurgence of interest in golf, the brand has hijacked the sport’s premier event, the Masters golf tournament, to prove that no one knows golf style quite like Harry Rosen.

In a series of videos that was an imitation of a Masters broadcast, commentators expressed their opinions not on the game, but on the players’ outfits. Using the vernacular of the game, the videos were filled with double entendres that merged the worlds of golf and fashion, delighting the brand’s target audience.

The campaign drove unprecedented online traffic to HarryRosen.com, with golf apparel pieces seen in sold-out ads. It exceeded the retail category norm for recall by 62% and more than double the category norm for preference (125%). In particular, online sales of polo shirts increased by 40% on a weekly basis after the launch.

Barbarian for Fenty Beauty

Fashion and beauty

With the launch of its first fragrance, Fenty Eau De Parfum, Fenty Beauty wanted to shake up the industry and create a direct relationship with its fans by launching direct-to-consumer (DTC). But launching exclusively online for an audience that had never heard of it presented a unique challenge.

Inspired by “ghost kitchens” (delivery-only services that don’t require physical addresses), Barbarian created five secret Fenty ghost shops: online-only e-commerce platforms tucked away in central locations for perfume creation, powered by Google’s API Maps. Each store contained a chapter on creating the perfume, along with the option to purchase it in limited edition packaging.

For five days, followers of Fenty Beauty’s social account hunted down the ghost shops, purchasing all the stock within hours of discovery. The brand had a record signup for future communications: Email signups increased 800% and SMS opt-ins increased 40%, continuing long after launch.

For more information on the awards and how to participate/attend the ceremony, visit the dedicated website.

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