Creating a spotlight from a blackout

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The Tyra Banks company

Client
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The Tyra Banks Company

Services
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Advertising & Conceptual Development

Marketing & Communications Strategy

Creative Production

Case study challenge - Strategy by Mortar Creative Advertising San Francisco

The Challenge

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As if she could get any more fabulous, Tyra Banks was launching a new beauty line. And with more social followers than the Pope, she was seeking a way to do it without laying out a huge advertising budget.

Strategic Decision

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Leverage Tyra’s 30 million social followers.

The A-Ha Moment

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Sometimes, saying nothing can speak volumes.

Case study creative - Creative work by Mortar Advertising Branding San Francisco

The Creative

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The Tyra Banks Company Facebook social activation launch campaign - San Francisco branding agencies

 

Across Instagram, Facebook, Twitter, YouTube, Vine, Google+, and Tyra.com, TyTy’s photos, videos and posts were replaced with mysterious, yet incredibly chic, black squares.

Tyra Banks is loud, fierce, and has over 31 million social media followers. So when she asked us to launch Tyra Beauty, the question was: How do you draw even more attention to a celeb who’s already louder than life? You follow Mortar’s advice and you shut up for a week.

The Tyra Banks Company Instagram launch strategy - Bay Area creative agencies
The Tyra Banks Company social activation launch campaign strategy - Bay Area advertising agencies
The Tyra Banks Company Beauty launch campaign creative strategy - Bay Area branding agencies
The Tyra Banks Company social activation results - Mortar Creative Agency San Francisco
The Tyra Banks Company Beauty launch strategy social media response - Mortar Advertising Agency San Francisco
The Tyra Banks Company launch strategy social media response - Mortar Branding Agency San Francisco

The campaign took on a life of its own—moving from confused fear to unrestrained excitement as we started a countdown to her big secret.

 

The Tyra Banks Company social activation countdown launch - Mortar Creative Agency Bay Area
The Tyra Banks Company Beauty launch strategy social media response - Mortar Advertising Agency Bay Area
The Tyra Banks Company launch social media tweet - Mortar Branding Agency Bay Area
The Tyra Banks Company social media tweets - San Francisco Mortar Creative Agency
The Tyra Banks Company countdown response tweets - San Francisco Mortar Advertising Agency

Right at the point her fans couldn’t take it anymore, we dropped the glitter bomb—her new cosmetics brand, TYRA beauty.

The Tyra Banks Company Tyra Beauty launch strategy - San Francisco Mortar Branding Agency
Case study results - Strategic insights by Mortar Branding San Francisco

The Results

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292,165 Likes, 15,040 comments, and 3,831 shares later, the social media shockwave we created for her new line had TyTy singing our praises:

The Tyra Banks Company love from Tyra - Bay Area Mortar Creative Agency