Mail order make up brand, mark, was launching in Australia for the first time, with their sights squarely set on a confident, young female audience.

Our research showed us that this audience needed to sample make up before purchase and that brand recommendations from friends were key to trying new products. So we needed an idea that would turn our audience into advocates, while creating social and earned impact.

Our solution was to turn social currency into real currency through The Selfie Store, a pop-up experience allowing people to sample mark make up and create new looks and then pay for their products by sharing a branded selfie through their own channels.

To increase media appeal and drive the fan footfall, we enlisted the help of self-proclaimed US selfie queen, Pia Mia to host the event and help fans try out new styles.

Attended by over 1000 people in just two days, the event and concept created headlines in target publications such as Cosmopolitan, The Daily Mail, Yahoo 7 and MSN.

ROLE: Creative Strategy, Concept