Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

How Tracee Ellis Ross Built a Beauty Brand That Became a Cultural Movement

Campaign: Pattern Lounge

Source: https://www.adweek.com/brand-marketing/how-tracee-ellis-ross-built-a-beauty-brand-that-became-a-cultural-movement/

Goal: Achieve mass awareness and cultural conversation

Claim: None

Media: Limited media budget, social media, cultural events

Summary: Tracee Ellis Ross's beauty brand, Pattern Beauty, successfully navigated the saturated beauty market by leveraging culture, comedy, and community insights, resulting in 50 million impressions and a 200% growth in customer site traffic. The campaign, developed in collaboration with agency ATTN:, creatively repositioned Ross in a participatory role, incorporating elements from the iconic sitcom Girlfriends.

Spain

Choví and salsa brava: How to turn a product launch into a cultural movement

Brand: Choví

Campaign: null

Source: https://www.reasonwhy.es/chovi-salsa-brava-convertir-lanzamiento-producto-movimiento-cultural

Goal: To create a cultural movement around a product launch

Summary: The article discusses how Choví aims to convert the launch of their 'salsa brava' product into a cultural movement rather than just a marketing effort. It highlights a belief that while there are valuable aspects to social media, they question its effectiveness in driving investment.

cultural movement product launch