Made Up Leeds
- Creative
- PPC
- PR
- Social Media
Campaign snapshot
Made Up Leeds is a free, two-day festival going beyond beauty, covering make-up in all forms for all people, with demos, makeovers, speakers and 100+ offers from the city’s biggest cosmetic brands and retailers.
Umpf designed the branding, marketing collateral and website, and raised awareness through a comprehensive PR and social media campaign.
How we did it
This was the first cosmetics festival of its kind for Leeds, so a lot of work was needed to build its profile. To maximise media coverage, we drip-fed announcements to the media, and co-ordinated this alongside the website and social media announcements.
We also utilised influencers’ own social media accounts, and helped secure a diverse line-up of speakers. Guests included Made in Chelsea’s Georgia ‘Toff’ Toffolo, Love Island stars Kaz Crossley and Alexandra Cane and male beauty vlogger Lewys Ball.
The Umpf studio created the eye-catching logo, branding and website, as well as designing the Glamour Passports – the visitor guides for the event.
The results
Made Up Leeds was a huge success, bringing thousands of extra people into Leeds city centre. It achieved 64 pieces of coverage, with a reach of 23million, including national, regional, local, trade and beauty titles. Cosmetics sales far exceeded targets, retailer feedback was overwhelmingly positive – with some reporting their biggest trading week of the year – and all ticketed events sold out.
Campaign highlights
64
pieces of coverage
23m
media reach
1000s
of extra shoppers into Leeds