ADAPTING A CTV CAMPAIGN TO WIN ON SOCIAL
Movers+Shakers turned KISS’ brand relaunch CTV campaign into engaging, socially native content for 20-40 year old nail enthusiasts. KISS wisely didn’t try to force a CTV spot onto social, instead seeking to translate the message into social storytelling.
Our fresh “Press-On Conferences” campaign came to life through influencer content that felt authentic to social platforms.
The campaign sparked a wave of community excitement, driving 90% positive brand sentiment and filling comment sections with high-intent buyers.
BRAND CHALLENGE
Following a major brand relaunch based directly on consumer feedback, KISS partnered with Movers+Shakers to extend its new “NEW. MORE. BETTER.” CTV campaign. We needed a new hook that would make the storytelling fit natively on social and reach fresh audiences through organic, paid, and influencer content.
CREATIVE SOLUTION
In listening to nail lovers on social, we saw that a fresh set of nails changes the way we talk. More expressive, more gestures, more chances to show off the nails.
So we launched a series of “Press-On Conferences” -- your nails are so good you wish you were giving a press (on) conference.
We brought this to life with a diverse roster of 18 creators, each holding a “Press-On Conference” in their own style.
The comments exploded with brand love: “I’m SOLD” and “omg i’m going to get some rn.” The campaign earned 90% positive sentiment, as well as 100M+ views and 1M+ engagements.
The Insight
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