NotHangover
NotHangover
Category
360 Campaign
Copywriter
Claire Mirsky
Challenge
Create a launch campaign for NotHangover to be deployed in the USA targeting tech nerds and party animals.. NotCo is a revolutionary anti-hangover shot that when taken before the first drink of the night, reduces hangover symptoms by at least 70%. One of the telltale signs of a wild night out is waking up to dull, lifeless skin. This means party animals have to camouflage their complexions plus nurse a gnarly hangover the next morning.
Concept
We’ll prove NotHangover will help partygoers look and feel their best after a night out by conducting a social experiment that proves those who take NotCo wake up hot, and those you don’t wake up not by qauntifying thier hangovers through an app with an AI filter.
recruiting subjects
We’ll start our experiment by recruiting test subjects with strategic wild postings in cities with a large tech industry and nightlife scene.
To reach party animals in their natural habitats, we’ll install smart mirrors in popular bars and clubs. It will analyze their complexions and direct them to the NotCo app.
data collection
All our ads will prompt people to try NotCo’s AI-powered filter within the app to get a Skin Score and to claim a free sample of NotHangover.
peer reviews
We’ll also recruit skinfluencers and celebs to join our experiment with partnered “get ready with me” social shorts that showcase NotCo as the secret ingredient to their glowing skin after a night of partying.
findings
The morning after people try Nothangover, we’ll send everyone a notification to take a “beauty shot” selfie to calculate their final score and redeem their next round of NotCo by sharing their results on social.
publishing the results
These final selfies will circulate social proving our hypothesis that, with NotHangover, no matter what people do the night before, they can show their face the next day.