Eurovision x Moroccanoil PR Event

THE CHALLENGE

Allbeauty is a UK-based online retailer offering discounted beauty products such as perfumes, skincare, makeup, and haircare. Founded in 2004, it provides popular luxury brands like Estée Lauder, Dior, and Gucci at lower prices. Known for great customer service and competitive pricing, Allbeauty ships internationally to over 40 countries and has dispatched over 24 million orders  in the last 20 years. 

The Vagabond Digital Social team were invited on behalf of Allbeauty to attend an exclusive event hosted by Moroccanoil's VIP pre-party for the Eurovision Song Contest Semi-Final, to create exclusive content recognising Allbeauty as one of their major stockists. 

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The brand wanted to leverage this event to create engaging content for their Instagram Stories that would achieve an increase in brand awareness and showcase the strong partnership between Allbeauty and Moroccanoil. With the goal to position Allbeauty as a key player in the beauty industry by providing followers with behind-the-scenes coverage.

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To achieve their goal, our first step was to maximise engagement with Allbeauty’s audience. This presented the challenge of driving interaction on brand accounts rather than creator accounts. To address this, we needed to strike a balance between polished, brand-aligned content that showcases their luxury products and authentic, eye-catching content designed to stand out in a crowded digital space.

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To address this, we focused on capturing real-time content to keep followers engaged through Instagram Stories. We kicked off the interaction by inviting our audience to guess our evening destination, using interactive polls and a Q&A section to encourage participation.

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OUR SOLUTION

Step 1: Planned Content

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Vagabond Digital developed a comprehensive content strategy ahead of the event unique to Instagram stories to generate buzz in the leadup to the event. Creating a detailed strategy also ensured we maximise impact and allbeauty’s presence was known. They outlined specific themes and moments to capture, ensuring that allbeauty’s brand message was effectively communicated. This planning phase focused on identifying key highlights to showcase during the event, allowing the team to create compelling narratives that would resonate with allbeauty’s audience and enhance brand visibility.

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Step 2: Pre-Event Engagement

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To generate excitement and anticipation ahead of the event, the focus was on starting a conversation and engaging with allbeauty’s social community through Instagram Stories to generate pre-event buzz. 

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Step 3: Creative Freedom

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While Vagabond Digital had a clear plan in place, they had complete creative freedom to capture unique and spontaneous moments during the event. This creative flexibility allowed them to showcase authentic experiences, delivering genuine behind-the-scenes glimpses that resonated with allbeauty’s audience. 

By focusing on real-time content creation, the team could highlight the dynamic nature of the event and reinforce allbeauty’s relatable brand image, strengthening connections with their followers and showcasing the synergy between allbeauty and Moroccanoil.

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Finally, Vagabond created post-event content using Moroccan Oil’s handcream on allbeautys socials to complete the customer journey. This content was shared across various platforms, including a TikTok video that amassed over 310K views and reached 185K people.