The overall objective for all of the Benefit Brow range activity was to lead and dominate the category worldwide – think Brows, think Benefit. 


The biggest launch in the history of the brand, Benefit tasked us to create a social campaign that would create as much noise as possible and reach new users both within and beyond the beauty category.


The ODD Solution

Our approach was to create a high impact social campaign that would seek to reach a broad audience via fun, interactive product content. Ultimately the content needed to educate women on brows and introduce them to the new Benefit range of products and their transformative effects. We wanted to provide women with the tools to unlock their brow potential and effectively establish Benefit’s authority and credibility within the category. 


Introducing The Great Browdini: the brow magician that can magically transform your brows by providing live brow advice via Twitter to all your brow queries and quandaries! We encouraged the Twitter community to send in their brow dilemmas and in exchange, promised a real-time response in the form of a tailored piece of content, product recommendation, tutorial, or a fully bespoke personalised video.


Beautiful Effectiveness

Throughout the course of the live day, Browdini responded to his audience providing personalised brow content and advice. The activity saw an engagement rate that was 100% higher than brand average, resulting in over 90 million Twitter impressions and a 4000% increase in mentions of #benefitbrows on the day compared to the average.


  • 4000% uplift in mentions of #benefitbrows
  • 90m+ twitter impressions in one day
  • 100% higher engagement rate