With beauty videos and makeup tutorials continuing to dominate social media, it’s not surprising that more than 30 per cent of online purchase scams involve cosmetics and beauty products.
To help educate 16- to 25-year-olds about online fraud, beauty influencers – who had been victims of it themselves – were signed up to create makeup tutorials with a twist.
Each video started in the traditional way, with the influencer appearing to apply makeup using a range of brushes and accessories – until the video concludes and the influencer reveals that their face has actually been bare all along. Speaking to camera, the influencer then delivers a powerful message to the viewer along the lines of: “If you’re not careful about where you buy your cosmetics online, you may well be forced to wear 'the invisible look'.”
The influencer then directs the viewer to a Santander landing page where they can get more information about online fraud.
The social campaign was supplemented with research that showed just how many young people have been duped online, and the amount people are losing on average per scam (£65.35). This enabled The Romans to bolster the campaign release with stats for editorial media, including the personal finance pages. Empty makeup boxes were sent to journalists to emphasise the point.
More than seven million young people engaged on Instagram. The Santander online fraud landing page recorded a 28 per cent uplift in click-throughs from social posts.
Judge’s comment
Clever, simple and pushing the creative – it's what the Romans does best.
Highly commended
Contactless tackle by Talker Tailor Trouble Maker for Mastercard
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