We took on the challenge of helping pop superstar Rihanna with her launch of cosmetics brand Fenty Beauty. Launching a brand alongside a name like Rihanna meant we could tackle things differently. It wasn’t just about being seen - it was about breaking through and capturing people’s attention with something disruptive, thought-provoking, and memorable.
We developed a three-phase plan that included a buzz-building social media blackout, exclusive influencer invitations, and a worldwide product launch.
The campaign won WWD's ‘Launch of the Year’ award, and market analysts Tribe Dynamics estimated its power at $72m of earned media value.