Milani: #NoFilterJustMilani
Cult launched a a digital-first 360 campaign to champion authenticity & self-confidence, and hero the brand’s best-selling Conceal + Perfect 2-in-1 Foundation
The Brief
To celebrate our Milani Makers - Milani’s community of beauty enthusiasts from all over the world, who together champion authenticity, self-confidence and joy, once more. We increased Milani’s connection to its community, raise brand awareness and strengthen its reputation as champions of inclusivity, product innovators and trendsetters.
What we did
Comprising digital and OOH, we launched #NoFilterJustMilani- the 360 campaign showing unfiltered talent in a before and after showcase that embraces each talent’s natural skin, along with the buildable coverage of Milani’s C+P collection.
Social-first, innovative talent casting
Embodying Milani’s authentic and inclusive beauty philosophy within their online communities by spotlighting five Milani Maker talent. For some, this was their first commercial shoot with a beauty brand - which was appropriately casted to reflect Milani’s commitments to taking inclusivity and authenticity to the next level, showcasing authentic superfans.
Testimonial
“It’s with great pride and excitement that we launch our digital ad campaign in collaboration with our agency partner, CULT. The team has worked collaboratively and cross-functionally to deliver a full suite of assets which you will be able to see across all of our owned channels, both organically and through paid media, along with 30 20ft tall billboards that will be pasted across various neighbourhoods of LA.” - Jeremy Lowenstein, CMO of Milani
+27M
LA OOH delivered 27M+ impressions
+16%
#NoFilterJustMilani surpassing brand’s leading TikTok launch by 16%
+10%
Milani C+P launch led the Foundation category in April 2023 by +10%
#NoFilter
#NoFilter achieved the highest level of brand awareness ever recorded by Milani