HOLLYWOOD, CA: OPI Products is leveraging “Bieber fever” with a social media campaign to promote the second collection designed by the young pop star for its Nicole nail polish line.
Dubbed "One Less Lonely Girl," the company is launching a contest that encourages consumers to incorporate their hands into a performance of one of Justin Bieber's songs.
They must videotape the performance, submit it on an OPI Facebook page, and generate enough votes to win 14 shades – the initial collection of six shades and the new collection of eight shades – and Bieber paraphernalia.
The first collection, initially available only in Walmart, launched in December and sold out within a month and a half, faster than any previous collection, said Crista Funk, interactive media director at OPI.
“A lot of the campaigns we ran for Nicole and OPI have been more of the 'show us your nail art' type of thing," said Funk. “We wanted to make it more interesting this time because Justin is a musician, and we wanted to give people the opportunity to perform for us.”
She said the campaign budget is the brand's biggest yet, not including media relations. It's the first time the brand has worked with a third-party organization - Wildfire Apps - to streamline a campaign.
Promotional tactics include blogger and media outreach, a promotional video on its "Nicole by OPI" YouTube channel, tweets to push people to Facebook, and an email blast to its customer base.
The products' success enticed additional retailers that hadn't taken on an entire Nicole collection in the past to do so, including Walgreens, Claire's, and Target.
Sales from the collection support the Pencils of Promise schools' initiative.