40th Birthday Bucket List

To celebrate essie’s 40th anniversary in 2021, we were asked to increase global brand awareness, to recruit new non-essie nail polish users and increase affection and affinity towards the brand.

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What We Did

We aimed to highlight essie’s most global iconic shades from various decades. We partnered with three prominent influencers to celebrate their 40th anniversary: @scheckeats @parisinfourmonths @morganharpernichols.

To explore essie’s shade stories and accomplishments, each influencer was assigned to a specific essie nail polish based on their passions, sharing content on personal pages, essie’s Instagram and website.

The Results

Essie built relationships with our three influencers who generated unique content for the brand. The campaign increased followers on their TikTok and drove global brand awareness across multiple platforms throughout the campaign.

22.6%

Increase in TikTok Followers

1.02 Million

Impressions

105k

Likes

94,000+

Engagements