Social House

Experiential Marketing +
Launch Strategy

CND (Creative Nail Design) a Revlon nail artistry brand, approached Social House, Inc. with the mission to redefine the way nail professionals and consumers perceive the brand in relation to the competition. Our objective for the campaign was to reinvigorate brand perception and sentiment as well as launch the first major brand product innovation in nearly a decade -- CND Shellac Luxe.

We capitalized on the biggest beauty tradeshow of the year, Premiere Orlando, a convention with +60,000 industry attendees. Drawing inspiration from the numerous services provided by global nail professionals, we brought attendees through a curated, 50’ x 50’ giant color wheel experience.
Dividing our color wheel into six, monochromatic rooms, attendees were able to freely journey throughout this sensorial activation, while capturing and sharing photos at every touchpoint. In addition, we prop styled each room to educate Nail Pros about the key benefits of using CND Shellac Luxe.

RESULTS

Over the course of 16 hours (two days), we garnered more than 300K combined engagements across Instagram and Facebook alone. There were 4.6K photos/gifs sent out from capture kiosks and more than 2.5K email addresses captured for retargeting.