To drive consumer purchasing of Armani's new product line.
An interactive, shopable livestream masterclass.
Armani Beauty partnered with Gradient to produce a 2-part livestream masterclass initiative to cement the Luminous Silk franchise as the go-to for professional makeup artists and those who want to achieve professional-level results. Targeted goals included driving consumer purchasing of the Luminous Silk line (including new products), social visibility through media/influencer reach, and content creation for the Armani Beauty digital asset library.
Unique creative was built around two sessions. The first was a VIP/Media session, and the second was a General Public session. During the livestream, consumers were provided with an interactive, shoppable website platform that drove traffic to Armani Beauty partner Nordstrom product page through a unique QR code. This website lived on post-event to encourage further consumer engagement.
CONTENT & SOCIAL STRATEGY
Social Capture
Platform Engagement
Social Posts
COMMS STRATEGY
Invite Messaging
Media & Influence Management
At Home Experience
TECHNICAL STRATEGY
Platform to Program Strategy
EXPERIENCE DESIGN
Programming
Virtual Flow
GRAPHIC DESIGN
Website & LIve Graphics Development
Visual Engagement
PRODUCTION DESIGN
Set Design
STUDIO PRODUCTION
Video Production
Talent Management
Lighting Design
Social Capture
LIVE PRODUCTION
Run of Show Management
Livestream Technical Management
Interactive Shopping Features
Q&A Management
DIGITAL PRODUCTION
Website Development
Registration Management
Interactive Shopping Features
Post-Show Flip for VoD
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