Brief

Plan and execute a graffiti-themed event to promote BITE Beauty’s new summer Lip Pencil Collection with Toronto’s top social influencers.

Strategy

On Thursday, May 11, Bookmark hosted over 60 guests including social influencers, makeup artists, bloggers and Sephora specialists for #TheLipPencil launch event at District 28 (which was the perfect venue for the event with its soaring ceiling and amazing cyclorama!).

The interactive, graffiti-themed event was complete with 3 “Insta-worthy” graffiti murals (1 pre-done for guests to pose in front of, 1 completed live by an artist during the event and 1 interactive piece for guests to take part in), makeup stations and an illustrator for guests to get their portrait done on site.

Guests were welcomed at the door with a pre-sketched portrait of a selfie on their Instagram feed, and were encouraged to create their own lip look using the new Lip Pencils with the help of Global Makeup Artist Janice Daoud and two Lip Lab Artists. We received great feedback on the personalized portraits – many thought it was a very thoughtful touch!

Results

The event resulted in over 185 (and counting!) Instagram Stories and posts, earning a potential 12,252,694 impressions.