THE ASK

“I want to go VIRAL”

In a time when COVID had halted most in-person press events and the beauty landscape was hard to break through, CMM was tasked with launching a new foundation from KVD Beauty in an impactful way.

THE PROBLEM

At the time, the brand was just coming off the heels of a recent rebrand with pressure to turn public opinion around and return to their status as a top beauty brand.

THE SOLUTION

Leveraging the brand’s bold new DNA, CMM executed an out-of-the box stunt that showed the full coverage ability of the new Good Apple Skin-Perfecting Foundation Balm in a timely, newsworthy way. As the brand is closely associated with the tattoo industry, we secured an activation with Travis Barker, drummer of punk band Blink 182, who is well-known for his face and neck tattoos.

THE EXECUTION

Rather than partnering directly with him, we worked with his daughter, rising beauty influencer Alabama Barker, to execute the stunt. Alabama and Travis created what became a viral video, by demonstrating Alabama using Good Apple to cover up the tattoos on Travis’s face. The video was posted on Alabama’s Instagram (376K followers) then reposted by Travis and KVD Beauty, respectively.

THE RESULTS

Following the release of the video, CMM pitched out the comedic clip that showcased the duo and the transformative power of the product to entertainment, lifestyle and beauty press. The stunt blew up with media, and resulted in well over 100 HITS | 666M+ REACH in one week.