2. Creative Brief
Product: E.l.f cosmetics “Passports by e.l.f.” makeup kits.
Concept: Line of small makeup packages each with a different
color palette based off of a city around the world. Four Cities:
Paris, Tokyo, New York City, London
Art Direction:
-Simple
-Chic
-Sophisticated
-Dark with pops of color
-Cohesive but each package can also stand on its own
4. Creative Brief..continued
Campaign Objective: To increase brand awareness as well as
promote the new line of product. Also, to get consumers
involved with the brand
Target Audience:
-Gender: Women
-Age: 18-30
-Interests: Shopping, going out, pinterest and other social media, fashion,
pop culture, travelling
Personality: Stylish, Chic, outgoing, busy
5. Campaign Overview
Phase 1: Pinterest
-Participants select a city/makeup pallete and create a pinterest board titled
“Passport by e.l.f ‘NAME OF CITY’”.
-Pin makeup tips using the pallete they chose as well as other things inspired
by the colors and city.
-The boards will be counted and the city with the most boards is the venue
for e.l.f.’s fashion show.
Phase 2: e.l.f. Sponsored Fashion in the winning city, Instagram the Runway
-Winning pinners will be given exclusive login to login to page on microsite.
-They will be able to vote on every aspect of the show including
music, the look of the models etc. Their pins may also be chosen to be voted
on for the show.
-Any participants can instagram photos @passportsbyelf:Fashion to create
the backdrop of the runway on the day of the show
7. Microsite Overview
Microsite will be the main hub of the campaign and will direct
participants to pinterest and instruct them on what to instagram
Four pages
-Home
-Participate
-Featured Pins
-The Runway
Site Map
HOME
Participate Featured Pins The Runway
Login
8. Homepage
-Give glimpse of each city by rotating full photo background
-Short note about what the campaign is all about
-Navigation to other pages
-Call to action to participate
9. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
pst
res
en
P it Fsi Wek
i to ah n e
n o
El. n wetieo mae pkt i po iigy u
.fs e s l
.’ n f k u i s rvdn o
s
wi tec a c t pa amao rl i te
t h h n e o ly
h jr oe n h
po u t no a el s o s rdfsinso
rd ci f n .f p noe aho h w.
o .
Ge Satd
t tre
10.
11.
12. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
pst
res
en
P it Fsi Wek
i to ah n e
n o
El. n wetieo mae pkt i po iigy u
.fs e s l
.’ n f k u i s rvdn o
s
wi tec a c t pa amao rl i te
t h h n e o ly
h jr oe n h
po u t no a el s o s rdfsinso
rd ci f n .f p noe aho h w.
o .
Ge Satd
t tre
13. Participate
-Explains how to get started
-Mostly about the first phase of the campaign, briefly about the second
-Internal links to “The Runway” and “Featured Pins” in addition to navigation
-Information on the right
-Slider on left going through each city and its pallete
14.
15.
16.
17.
18. Featured Pins
-Displays featured pins of the week
-Allows viewers to filter through the pins by clicking on each city
-Changes each week
-Featured pins might later be used to vote on for aspects of the fashion show
19. The Runway
-Explains what happns in phase two of the campaign
-Slideshow explaining how each aspect of the fashion show will be decided
by participants
-Slides through automatically
-Login button under the slideshow
20. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
P it Fsi Wek
i to ah n e
n o
tern y
h u wa
Atrh b ad aec u td
f te o rs r o ne ,
e
T eS o k
T eL o
h t
el is o s rgaf h n
.f s p n oi
.. n a i
so
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h’ ev
Mu i
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c h e
s o itewn i cy n
h w n h i n i ad
ng t
w r an
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e eyd ti
v r eal
U l dyu o nmi sa ds g e tn S t eat fhi i e s r?N i yrrs nmaa p
p a or w
o x n u g so s mo p eo tewc i ot ?Pn o i w o c n
e i N a y y, a a c s ce owoue ! u k u
o k re h r n n is
ng i y ro Y e
fr e p t vt o a dtewn i o en ba t safhth w cl tel ke c r d l
o p o l o oe n n h i n nal h ip r o toet d Al at ia t ae e
e n g si ea i tn v so e i p rc nshmo
tl r p
d a d e o . d h ip a
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w l met s b rc san m estsb tg ig
eo
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wl tk tga h h o
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u t yu
p o o.
wl ep ydd rgtes o
ib l e ui h h w
l a n l hw
# a s otb el. h s p oo wl k u te
p s p r y .fT e e h ts ima e p h
s . l
b c go n o tern a !
a k ru d fh u w y
R ce e y u e cui lgn S ni b lw
e iv d o r x ls e o i? i n eo
v g
L N
OGI
21. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
P it Fsi Wek
i to ah n e
n o
tern y
h u wa
T eMu i
h sc T eS o k
T eL o
h t
h e
U l dyu o nmi sa ds g e tn S t eat fhi i e s r?N i yrrs nmaa p
p a or w
o x n u g so s mo p eo tewc i ot ?Pn o i w o c n
e i N a y y, a a c s ce owoue ! u k u
o k re h r n n is
ng i y ro Y e
fr e p t vt o a dtewn i o en ba t safhth w cl tel ke c r d l
o p o l o oe n n h i n nal h ip r o toet d Al at ia t ae e
e n g si ea i tn v so e i p rc nshmo
tl r p
d a d e o . d h ip a
e oo
wl ep ydd rgtes o
ib l e ui h h w
l a n w l met s b rc san m estsb tg ig
eo
c o ui oid rgtp oo. y a gn
wl tk tga h h o
mi n ui
l r hw
# a s otb el. h s p oo wl k u te
p s p r y .fT e e h ts ima e p h
s . l
b c go n o tern a !
a k ru d fh u w y
R ce e y u e cui lgn S ni b lw
e iv d o r x ls e o i? i n eo
v g
L N
OGI
22. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
P it Fsi Wek
i to ah n e
n o
tern y
h u wa
T eMu i
h sc T eS t
h e
U l dyu o nmi sa ds g e tn N t p ro tewn i cy N wor s Y uc n
p a or w
o x n u g so s o a at fh i n i? o r e ! o a
e i ng t i
fr e p t vt o a dtewn i o ei b ap r o tes o . l at ia t ae
o p o l o oe n n h i n n tl e at fh h w Al rc ns r
e n g sl p ip
wl ep ydd rgtes o
ib l e ui h h w
l a n w l met s b tn tga p oo b tg ig
eo
c o u miisa rm h ts y a gn
# a s otb el. h s p oo wl k u te
p s p r y .fT e e h ts ima e p h
s . l
b c go n o tern a !
a k ru d fh u w y
R ce e y u e cui lgn S ni b lw
e iv d o r x ls e o i? i n eo
v g
L N
OGI
23. HOME P RI P T
A T AE
CI F A U E PN
E T R D IS T ER N Y
H U WA
Psp t
a s or s BY
P it Fsi Wek
i to ah n e
n o
tern y
h u wa
T eS t
h e
N t p ro tewn i cy N wor s Y uc n
o a at fh i n i? o r e ! o a
ng t i
si b ap r o tes o . l at ia t ae
tl e at fh h w Al rc ns r
l p ip
w l met s b tn tga p oo b tg ig
eo
c o u miisa rm h ts y a gn
# a s otb el. h s p oo wl k u te
p s p r y .fT e e h ts ima e p h
s . l
b c go n o tern a !
a k ru d fh u w y
R ce e y u e cui lgn S ni b lw
e iv d o r x ls e o i? i n eo
v g
L N
OGI
25. Pinterest
-Participants create boards based on one of the cities
-They pin anything related to the color pallete or city
-There will be featured pins every week
-The city with the most boards will host an e.l.f. sponsored fashion show
26. Instagram
-Used during phase two of the campaign during the actual fashion show
-Anyone can instagram a “fashion photo” @elfPassports and their photo may
be projected onto the runway in a collage
-Gives everyone a chance to be a part of the show even if they weren’t in
the winning group
