Project: Milk Makeup Mobile Beauty Hub | UGC Strategy
Client: Milk Makeup
Project Overview: The Milk Makeup-branded double-decker bus, traveling through iconic locations in Paris such as the Eiffel Tower, Louvre, and Champs-Élysées, served as an interactive beauty hub offering live makeup tutorials, on-the-spot makeovers, and a unique product exploration experience. This highly experiential mobile activation was designed to engage both visitors and passersby, using a combination of professional makeup artistry and influencer-driven content creation to boost brand engagement and create a viral UGC campaign.
Role: Digital UGC Strategy Development
Objective: To leverage the physical presence of the bus as a catalyst for digital buzz, converting real-time interactions into a stream of user-generated content across multiple social media platforms.
UGC Strategy Highlights:
Live Makeup Sessions as Shareable Content: Visitors on the lower deck were encouraged to participate in live makeup tutorials and mini-makeovers with professional makeup artists. To amplify the reach of these sessions, Milk Makeup incentivized participants to share before-and-after images using branded hashtags such as #MilkMakeupParis and geotags of iconic landmarks. This approach harnessed both user experiences and location-based marketing to maximize engagement across Instagram, TikTok, and Snapchat.
Influencer-led Content Creation Hub: The upper deck of the bus acted as a content creation studio, featuring two well-known beauty influencers who created live TikToks, Instagram Reels, and short-form tutorials. By integrating influencers with significant followings, Milk Makeup tapped into both their audience and participants' desire for co-created content. This dual-level activation ensured not just professional-level content, but also a constant flow of fan-driven posts that felt personal and authentic.
Interactive Challenges and Giveaways: Social media challenges, initiated by influencers and visitors, encouraged participants to recreate Milk Makeup looks from the bus sessions, tagging the brand for a chance to be featured on its official page. Additionally, giveaways such as limited-edition products incentivized real-time content sharing, transforming the bus into a community-driven, digital campaign amplifier.
Hashtag and AR Filters: Custom AR filters were developed specifically for the campaign, allowing users to virtually "board" the bus or try on Milk Makeup products remotely. Hashtags such as #MilkOnTour and #MilkMakeover were used to centralize the UGC on different platforms, creating an ongoing cycle of engagement even after the bus moved to a new location.
Results: The campaign not only generated extensive brand visibility across social media but also fostered authentic engagement by encouraging users to take part in the experience. The UGC strategy contributed significantly to the campaign’s virality, driving thousands of organic posts and elevating Milk Makeup's profile within the beauty community.
Key Learnings
Interactive, location-based experiences paired with digital incentives can effectively drive UGC.
Blending influencer content with everyday user participation creates a seamless funnel for both high-quality and relatable content.
Gamification and giveaways are highly effective in encouraging real-time sharing and enhancing brand loyalty.
