In order to appeal our market, we had to observe their habits. From research, we discovered that our audience derives value from sharing experiences online and their strong connection to popular personality trends impacts their purchase behaviour.We also noticed how visual platforms such as Instagram and Snapchat are designed less around what people own and more around what they are doing at that moment. From this we realised that:
We do not have to incentivise the audience to share experiences as the desire already exists. We needed to harness the visual appeal of glitter, the strength of personality and the power of social media. Through this, we crafted the 'Share Your Labello Life' campaign.