Estée Lauder engaged CONVICTS to help launch the global brand’s first-ever philanthropic fund, aiming to redefine leadership by supporting a new generation of emerging women leaders.
CONVICTS partnered to develop the positioning of “Lead Your Way”, along with a global, anthemic hero launch film, as well as the logo for the Fund, the creation of social assets and a content series with NGO Vital Voices. Launching without paid support, within the first two months the campaign earned over $1.5M in Media Impact Value with 620M in reach and 1400 individual press hits worldwide. On organic social, the campaign generated more than 1.6M in reach with more than 690,000 impressions. Online, site users spent 4x more time on the Fund landing page compared to the site average.