Changing The Face

Objective: Promote the release of the new album ‘Heaven and Hell’ by Ava Max through influencer marketing and elevate awareness of few specific tracks within the album. This was released in September 2020.

Insight: The album was leading up to Halloween, a perfect time to connect to a fundamental part of this holiday culture – Makeup – as it allows people to transform their appearance into a spooky, gory, or fantastical character. In recent years, Halloween makeup tutorials have become a popular form of content consumption, with beauty bloggers and influencers creating tutorials on how to achieve various Halloween looks using makeup. It is also worth noting that Ava Max is known for her advocacy for LGBTQ+ rights and her support of the community. She has spoken out against discrimination and homophobia in her interviews and music, and her hit single “Sweet but Psycho” has become an anthem for many LGBTQ+ fans. Many of her music videos and performances also feature queer themes and imagery, which contribute to her popularity among LGBTQ+ audiences. Connecting her audience’ affinity with halloween’s search queries, we looked at drag makeup as another avenue to showcase gender-bending looks that would match well with a key part of the song.

Solution: The chosen influencers were a mix of makeup enthusiasts, artists and those with a strong connection with the LGBTQ+ community. This campaign also generated a lot of UGC content, with more than 2.5 million views across Tiktok and Instagram. The creative concept was for creators to choose Team Heaven or Team Hell through their makeup looks or showcase both sides with a transition in music. Since this was also during the pandemic, surgical masks were also transformed to create dramatic looks with the music being a key part of the campaign. Two songs were picked to create these looks – Belladonna and Kings & Queens that helped shoot up the popularity of the song during this period. The campaign across South East Asian markets of Singapore, Malaysia, Indonesia, Thailand and Philippines. The album charted at number two on the UK Albums Chart and at number 27 on the US Billboard.