Unilever is aiming to attract the teen market by bringing in former X-Factor girl band Little Mix for a new ad campaign for skincare brand Simple, which will also see the launch of a limited edition Little Mix range, and a content partnership with Superdrug.
Created by TMW Unlimited, the 20-second ad features Jade, Perrie, Leigh-Anne and Jesy as they experiment with different looks, constantly changing their minds along the way, and using the Simple Limited Edition Little Mix Micellar Wipes to help clean up their mess.
For Decision Marketing readers who are unsure of the girl band’s creative output, their song titles include the highly serious issues of “Hair”, “Touch”, “Shout out to My Ex”, “Love Me Like You”, “Down & Dirty” and “Oops”.
TMW Unlimited is also leveraging a partnership between Simple and Superdrug which will focus on the importance of skin health and providing skincare tips. This involves longer-form content for Superdrug’s own channels in the shape of Mix & Match, a Mr and Mrs-style quiz, which will test how much the Little Mix bandmates really know about each other when it comes to their skincare and beauty routines.
Content includes an edited 3-minute film, and exclusive cutdown edits for Instagram stories.
Unilever brand manager Sabine Noeldeke said: “TMW Unlimited’s new campaign is perfect for targeting our core audience of women aged 16 to 34, making the brand more relevant and giving it talkability, while tapping into Simple’s brand values of being kind to skin as well as effective.”
The campaign breaks this week and runs for three months on digital channels including video seeding, Instagram, Snapchat, out-of-home and instore.
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