THE ASK

For the start of 2021, CMM was given the task to virtually host an innovative global launch event for OLEHENRIKSEN that tapped into all top-selling global Sephora markets within one day and cut through the noise of other competitive scrubs launching at the same time.

THE PROBLEM

Launch a new product globally and interactively during the height of COVID-19.

THE SOLUTION

Partnering with Beyonce's Dance Captain to play off of her involvement with the best selling Beyonce album LEMONADE, CMM contracted Ashley Everett (580K Instagram Followers) to lead all global markets into teaching her signature dance moves from Beyonce's most notable album.

THE EXECUTION

Celebrating the launch of OLEHENRIKSEN's Lemonade Smoothing Scrub, CMM created an interactive branded “lemon themed” virtual platform that featured:

Interactive Live Chat Room
Scannable QR Code that led all attendees to a Virtual Photo Booth capturing static photos and animated GIF’s
Live stream of the global event
- The event was pre-recorded unbeknownst to attendees to control messaging and flow of event.
Ability to capture analytics as to whom joins the platform and from the global location

The virtual event opened up with a pre-recorded introduction from the founder, Ole Henriksen regarding the newest product innovation and then the pre-recorded livestream cut to a pre-recorded (30) minute follow along dance class.

THE RESULTS

Hosting three different sessions throughout the day in order to cover global markets from Australia to the UK, the interactive virtual platform provided a live stream tapping into HUNDREDS of unique devices across the globe.
Within the first month of launch, the product was named one of the Top 10 skincare best-sellers at Sephora globally.
Within 2 weeks of launch, the launch had garnered over 30 hits totaling over 40 million impressions within US and Canadian markets.
TOP GLOBAL PARTICIPANTS