The Opportunity
YSL Beauty wanted to build a powerful cultural movement and provoke a global conversation to educate and drive change. YSL Beauty dare to be unconventional, to take action that creates positive change for people and the planet. Hollr is YSL Beauty’s partner in bringing that promise to life. Our task was to position a brand most famous for luxury beauty as a campaigning corporate citizen engaged in tangible social change. Hollr was challenged to transform awareness of the partnership between YSL Beauty and the Women’s Aid charity through the “Abuse is not Love” initiative, now going beyond the UK and globally across their country markets.
Our Approach
The approach was to spotlight YSL Beauty’s role in the initiative whilst creating positive social impact through reaching key audiences. Young people aged 16-25 who are affected most by this topic were targeted as well as key stakeholders and government decision makers. We wanted to shine a global spotlight around a taboo subject area (Intimate Partner Violence) and position YSL Beauty as the key convener of a conversation that would ultimately play out across traditional media and social channels. Hollr engaged with high-profile experts and survivors of Intimate Partner Violence, with the overall objective of raising awareness of the signs amongst the public at large as well as victims, to communicate potentially life-changing help and guidance.
Solution
Hosting a one-of-a-kind live event supported by highly targeted broadcast media relations provided an optimal platform for YSL Beauty to demonstrate their commitment to educating the world to the dangers of “Intimate Partner Violence. The live-broadcast event provided an anchor to the discussion for many of the mainstream media interviews and was an integral part of delivering broader, controlled messaging to a wider audience. We used traditional media channels to drive eyeballs to the live-streamed broadcast hosted on the YSL Beauty’s YouTube page. Hollr created a turn-key solution – managing event production and creating a suite of content asset. Our data insights were able to drive the approach to news and media channels. We also led on spokesperson training and management.
Creating Value
Our approach delivered over 600 pieces of UK and international media coverage and 10,000 interactions across shared and social spaces. The live broadcast event created 80% retention of audience across the 1 hour . We continue to support YSL Beauty globally on the charge to educate on IPV and welcome changes such as the UK’s Crown Prosecution Service outlawing “Love Bombing” in a change of policy in 2023.
