Best Use of Data Insights in an Experiential Activation
Sephora Illumination
Brand: Sephora Canada
Agency: Zulu Alpha Kilo
Sephora’s Colour iQ Shade Matching Technology uses cutting-edge technology to match makeup to skin tone. Launching in Canada, one of the world’s most diverse countries, more than 140,000 unique skin tones were captured via the app. Reflecting Sephora Canada’s commitment to creating a more welcoming beauty industry for all, an immersive, data-driven, weeklong installation was built in Toronto’s high-traffic Yorkville neighborhood. The interactive exhibition showcased these many unique skin tones, as visitors engaged to find their own unique shade. Acknowledging that beauty products are not one-size-fits-all, Sephora homed in on tailoring its offerings to the unique needs of its customers. The results speak for themselves, with the store closest to the activation site seeing a 174% increase in Colour iQ scans in the following weeks, a 60% increase nationwide, and more than 239 million earned impressions. —S.C.
Best Use of Influencers in an Experiential Activation
The State Farm Gamerhood Challenge
Brand: State Farm
Agency: Infinity Marketing Team
With the goal of driving interactive engagement and brand affinity among millennials and Gen Z, State Farm made the last move you’d expect of an insurance company: It got into gaming. With its eyes on casual gaming rather than esports, the State Farm Gamerhood Challenge 2023 sprang to life. Reality TV, ’90s sitcoms and live gaming tournaments combined for a five-episode series starring influencers like Ninja, Ludwig and Typical Gamer. A 50,000-square-foot gaming neighborhood was constructed with a series of “insurable” accidents for participants to tackle, like microwaves catching fire and roofs caving under snow. Gamers were invited to enjoy insurance-based trivia games while watching the livestream, with more than 20 million viewers turning in to watch via State Farm and the influencers’ individual channels. Tapping into each guest’s online following nearly doubled the total viewership and achieved 100% positive sentiment with 534.5 million people reached. —S.C.
