Objective:
Create a campaign for OPI that promotes "unconventional" colors and encourages Millennial women to show their personality in the office through their nails.
Research Insights
OPI is the most sought after drug store nail polish brand. It is also used by salon professionals. After 10 interviews and 117 survey responses, we found OPI is purchased the most because of their colors. The most popular shades, "Bubble Bath" and "Funny Bunny," are seen as staple neutrals. OPI is perceived as classy and reliable. Even though it is more expensive than other drugstore nail polish brands, OPI's reputation for being high-quality and long-lasting motivates consumers to pay more.
Creative Strategy
We aimed to empower working women by using corporate lingo in our headlines. Instead of saying "you need this to be successful," we wanted to encourage our target audience to break the mold and reveal the character they already possess. By keeping a black and white color scheme in our print and OOH ads, the pop of color on the nails stands out in the everyday scenes the target audience would find familiar. This strategy is continued in our Guerrilla Marketing. The drab morning commute is interrupted by colored seats, steps, and benches that will disrupt expectations and catch the eye. Our digital ads break from the black and white because color is more stimulating for social media.
Credits:
Abby Shaw: Art Director Peighton Dettra: Account Manager Audrey Muendel: Research
Kayli Blankenship: Video Director Emma Larkin: Copywriter Abby Settle: Graphic Designer
Images provided by pexels.com and Google Gemini
Designs made in Adobe Illustrator and Photoshop