Sally Hansen Miracle Gel is a fun and colourful brand that gives consumers a chance to have a gel manicure wherever they want as it is quick, simple to use and requires no light.

The brand wanted to do a campaign to capture the attention of their consumers in the newsfeed, maintain their attention, excite them, and reward them to share.

We came up with three main messaging angles that would have to tell the story through the images and Gifs: Superiority – Miracle Gel is the best nail set they could have;  Systematization – Miracle Gel is a 2 step product (educate them); Ratings & Reviews, Rewards –  Miracle Gel is trusted by my peers / I must share to be rewarded.

Based on these messages and on the brand values MG identity, we went with a look of colorful, organised, and systematic flat lays that play with angles and denote systemisation and superiority subtly. We used duotone colourful backgrounds to remind them playfully of the two-step systemisation.

In addition, we wanted to be part of all Tasty content that was very high on trends at that time. So we to played with foods that had a “two-step” process to taste its best: strawberries and chocolate, ice-cream and sprinkles and cupcakes and buttercream, giving them the recipe for a perfect many.

The result was phenomenal, lots of digital engagement across markets and an increase on sales.