The Lué collection is a simple and affordable product line under the Évolué brand. The client requested a campaign to reach Lué’s younger target market in comparison to the marketing strategy for Evolué’s core collection that connects with older consumers. We sought to revitalize Lué’s platform and identity to better appeal to the busy lives of Gen-Zers.

Through our research, we uncovered that 18-24 year-old proponents of effortless self-care value brands that seamlessly enhance their wellness routines. This demographic age range covers college students and young working professionals that live an on-the-go lifestyle with no room for tedious multi-step routines. We emphasized in our campaign that Lué provided simple yet effective self-care routines that allow them to get back to their day, a radical minimalism compared to the complicated multi-step products launched by competitors.

THE CAMPAIGN - #myluemyway

Our proposal included a website revamp, social media transformation with stills & short-form video, and physical pop-up experience.

5 short form videos were released by the client on both Instagram and Facebook, with the RESTORE product ad reaching 16.3K viewers and the FADE product ad reaching 13.2K viewers on Facebook.

CREDITS

Special thanks to Évolué by Jean Seo.
Created by Trojan Marketing Group

Madison Seeley - Account Director
Sophie Kijel - Project Manager
Jules Nash - Creative Strategist
Deanie Chen - Creative Strategist
Aimee Pham - Digital Strategist
Rebecca Chen - Designer
Kate Bowling - Designer
Jose Guaraco - Designer
Lindsey Byster - Producer
Aaron Floreani - Assistant Producer
Julianne Fox - Director
Ariana Miyake - Cinematographer
Maggie Sfingi - Director of Digital Strategy
Ricardo Alvarez - President