To Eternity, and Beyond!
The â90s may have come and gone, but one signature, revitalizing beauty brand has returned for an encore â but not how you might think.
âDeath Becomes Her,â a 1992 cult classic film will soon be born again as a musical. To announce its pre-Broadway run in Chicago, the show tapped into its cosmetic plot roots, launching a faux brand account for VIVA anti-aging serum on Instagram (which has since transformed into the showâs name).
This quirky and creative approach made it nearly impossible to miss for those in the theatrical know. The innovative use of classic marketing materials â video ads, testimonials, and fabricated media spots from real news outlets like Goop and Cosmo â brilliantly built the suspense leading to the ultimate reveal. The campaign also featured a waitlist landing page for the fictional product to collect valuable first-party data and keep their fans in the loop.
Those familiar with the film and VIVA were immediately hooked while musical fans were pulled in by shares from cast members and other theater influencers. Both audiences further boosted the conversation with encouragement from the VIVA brand, which reposted shares and engaged in the comments.
The influencer-driven, multi-audience strategy proved the value of knowing who youâre trying to reach and showed that timeless source content never goes out of style. By capitalizing on your audience intersections, you can keep current customers engaged with fresh content while also appealing to new ones.
TL;DR: âDeath Becomes Herâ launches an impressive teaser campaign for the ultimate brand revival strategy in preparation for its 2024 musical debut in Chicago.