To encourage women everywhere to remember the fun and creativity of colour, Sally Hansen have partnered with Crayola to launch a special collection of Insta-Dri nail polish in a selection of classic Crayola shades. The collection will be an ongoing partnership for the coming year that aims to make Sally Hansen a part of the annual back-to-school conversation, placing beauty at the heart of school-supply shopping for moms all over the US and Canada.
To celebrate the collaboration, Cult created a suite of assets for Sally Hansen’s social channels, ecommerce partners, and to sit alongside press coverage. A mix of stills and moving-image, we used animated illustration for a grown-up take on the childhood drawing that is naturally associated with the Crayola brand. These feature each of 12 of the shades individually, showcasing the bold and beautiful colours that Sally Hansen and Crayola are known as leading authorities on.
In addition to this, Cult partnered Sally Hansen with a group of influencers to each create 6 images inspired by one of the classic Crayola shades. Posted consecutively, like a grid, these 6 images created an impactful visual experience that shouts ‘colour’! Partnering with illustrators and designers meant that the content created spoke authentically to the ideal of creativity at the collaboration’s heart.
Together with Cult, Sally Hansen’s Insta-Dri X Crayola campaign has reached over 3 million consumers. Overall, influencer content achieved an average engagement rate of 3.4%, which is 170% higher than the industry average and 93% higher than the launch campaign of Crayola’s partnership with Clinique last autumn.
Cult LDN has been Sally Hansen’s global agency of record since 2015.