Glossier: You Look Good with Olivia Rodrigo

In the bustling world of beauty and cosmetics, Glossier’s collaboration with Olivia Rodrigo isn’t just a fleeting trend; it captivated audiences and drove significant engagement. By tapping into the zeitgeist of Gen Z beauty trends, this campaign resonated, cementing Glossier’s position as a leading voice in the industry. The video follows the AIDA framework (Attention, Interest, Desire, Action), a classic marketing model, adapted for modern social media consumption.

OBJECTIVES

• Boost Brand Awareness and Engagement: Leverage Olivia Rodrigo’s massive fanbase to increase Glossier’s visibility and reach a younger demographic. Drive traffic to Glossier’s website and social media channels through shares and discussions.
• Promote Product Sales: Showcase select Glossier products (like Ultralip) in a natural, relatable way, subtly encouraging purchase without being overly promotional.
• Strengthen Brand Identity: Reinforce Glossier’s image as a champion of natural beauty and individual expression, resonating with Gen Z’s beauty ideals.

THE HOOK

The video opens with a close-up of Olivia Rodrigo in a relaxed, almost dreamy state, wearing minimal makeup and a simple white shirt. This immediately establishes a sense of intimacy and relatability, drawing viewers in. Several elements contribute to the hook’s effectiveness:

• Celebrity Power: Olivia Rodrigo’s face is instantly recognizable to her fanbase, instantly grabbing their attention.
• Authenticity: The casual setting and Olivia’s seemingly unscripted words create a sense of genuine self-expression, contrasting with heavily produced beauty ads.
• Visual Appeal: The soft lighting, dreamy aesthetic, and close-up shots create a visually appealing and intimate atmosphere, engaging viewers on a sensory level.
• Intriguing Opening Line: The phrase, “The way I feel the best is when…” immediately piques curiosity, prompting viewers to continue watching to learn Olivia’s secret.

WHY IT WORKS

• Celebrity Influence: Olivia Rodrigo’s status as a pop icon resonates deeply with her target audience. Her endorsement carries significant weight and influences purchase decisions.
• Relatability: The video focuses on natural beauty and self-acceptance, aligning with Gen Z’s move away from heavily made-up looks. This resonates with the target audience’s desire for authenticity.
• Visual Storytelling: The video’s aesthetic is both trendy and aspirational. The use of soft filters, close-ups, and quick cuts creates a dynamic and engaging visual experience.
• Subtle Product Placement: Glossier products are seamlessly integrated into the video, highlighting their use without being overtly promotional. This subtle approach avoids alienating viewers who are wary of traditional advertising.

TAKEAWAYS

• Authenticity Sells: Consumers are increasingly drawn to brands that promote genuine self-expression and embrace imperfections.
• Celebrity Partnerships Still Matter: Strategic collaborations with relevant influencers can significantly amplify brand reach and engagement.
• Visual Storytelling is Key: Compelling visuals and creative editing can elevate a simple message and create a lasting impact.
• Less is More: Subtle product placement can be more effective than aggressive advertising, particularly with younger audiences.

KEY ELEMENTS

• Introduction (hook): Olivia Rodrigo waking up looking naturally beautiful, expressing how she feels best.
• Problem statement (implicit): The desire to enhance natural features and feel confident in one’s own skin.
• Solution (product/service): Glossier makeup products that enhance natural beauty.
• Benefits and features: Glowy skin, shiny finish, emotionally gratifying. Winged eyeliner as a favourite.
• Call to action (CTA): “Shop Olivia’s Favorites at Glossier.com.”

This follows the AIDA framework.