From our initial ideas the project went through several iterations; we finally decided upon illustrating how someone with a poor quality lifestyle would age quicker and more harshly than someone with a healthier lifestyle. Simple products would obviously help this improvement too of course and we would promote the New Repair Anti-Wrinkle Range.
Then someone came up with the idea of showing a young, beautiful woman ageing (time-lapse style) from 25 to 75 very badly. We could do a quick rewind and then show the young woman ageing more ‘gracefully’. Some shock-factor tactics that we could use on the Simple website.
So about a month ago we started to put the piece together. The first thing to do was to cast two models who could feasibly be the same person at different ages of their life. Once chosen we arranged for them to attend a photo-shoot on the same day, enabling us to have the exact same lighting and feel for both.
Some additional Photoshop and a couple of pieces of animation software later it was looking pretty scary; a time-lapse video with 2 very different endings.
Initially the video was promoted through the national press (Heat magazine doing a massive article showing celebrities aged badly), health & beauty blogs and traditional PR via press contacts. Secondly, Simple’s quarterly email newsletter had a feature on it which also tied into a competition to win a photo of yourself aged. Then finally a version was seeded via a network of social media sites, blogs, forums and of course YouTube.
The Simple website itself had special landing pages that traffic was driven to and an interactive version of the video that allowed the user to pause the ageing process whilst reading skincare do’s and don’ts
First responses are good, with traffic up 800% on the first day of release and 1700% on the second and holding steady at 1700% on the third.
Take a look and tell us what you think – we’d love some feedback.
Posted by Paul Skinner
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