COVERGIRL Goes underCOVER with CMT’s Next Women of Country Tour

The Objective

Refresh the successful, multi-year underCOVER franchise while putting a fresh twist on the authentic and aspirational beauty story of CMT’s Next Women of Country Tour, with COVERGIRL at the center of the story.

The Strategy

Contrasting the aesthetic of the Big Apple and the home of country music, we created a beauty exchange program, pairing a rising country star (Lauren Alaina) with a YouTube sensation (Jeanine Amapola) for an authentic look at their favorite cities.

Telling the beauty stories behind their travels along the Next Women of Country Tour, we gave an authentic and aspirational look at Lauren and Jeanine’s lives and newfound friendship in a two-part content series that engaged fans across CMT and our talent’s owned platforms.

Campaign Overview

Pairing the two-part underCOVER series with sponsored Next Women of Country Tour editorial, CMT put COVERGIRL’s brand center stage with music fans.

The :60 features shown above ran on-air across CMT, driving to full-length underCOVER episodes on the Next Women of Country Tour page.

We drove traffic to this CMT hub through underCOVER promotion across platforms. This promotional rollout included the aforementioned :60’s, branded editorial via CMT Entertainment Updates and CMT’s Hot 20 Countdown, CMT and talent social, as well as a vlog on Jeanine’s YouTube channel.

Extending the spirit of the underCOVER program to fans IRL, we created a co-branded COVERGIRL touch-up station and shareable photo ops in venue at select tour stops. This allowed us to strategically generate branded UGC while putting COVERGIRL products in the hands of fans

The Results

The campaign was incredibly efficient, reaching 4M people, over-delivering compared to its media budget.

More so, our compelling content drove huge engagement with music fans, seeing a completion rate over 95% (20% over benchmark) while creating a 120% viral lift.