BANG x KIEHL’S

Case Studies, in brief…

A few examples of recent work for brand SOCIAL MEDIA channels based on custom briefs directly from the brands:

MAYBELLINE NY

We have been creating custom songs for Maybelline, based on briefs from their Socials teams and designed around product-specific attributes and end-user demographics. We take a brief from the brand marketing teams, from which we write lyrics and tracks that aim to strike a balance between being cool and “real” while including the brand’s identity and aesthetic.

DUNKIN + Charli D’Amelio - “The Charli”

With the goal of reaching a younger Gen Z audience, the brand decided to partner with TikTok’s biggest star, Charli D’Amelio, to create a signature drink. DUNKIN’s agency, BBDO, asked us to create a song that Charli would dance to that was as cool as her other videos that use well-known music. To make that even more challenging, our song needed to included the ingredients of the drink (of course:). So we decided to create a misdirect - we’d start with a banging beat and lyrics about love, then transition to the lyrics featuring ingredients, keeping the same cool flow. By the time you realize she’s talking about loving DUNKIN, you’re already hooked. Fans by the millions tried the dance themselves in “Duets,” creating a huge buzz around the drink and the collaboration.

Upon its launch, The Charli song & collaboration helped drive a 45% increase in cold brew sales, over 4 Billion impressions and 250 Million + views on TikTok.

TARGET - “The Boom” + “Happy Place”

Loyal Target consumers often share what they got on their “Target run” and refer to Target as their “Happy Place” - so we created songs for Target’s Social Channels that spoke directly to those ideas and engaged the faithful with language they already knew and felt to their souls.

OTHER WORK

We’ve included a few traditional “spots” from our other work with L’Oréal brands, Urban Decay & Rouge Signature, to illustrate what a non-socials-centric approach to a music might look like. Also, in the audio-only tracks, we’ve included some more modern rock-based tracks to take our ears away from the pop and electronic sounds of the other brands (we don’t assume these are exactly right for Kiehl’s - they are merely an example of rock-based modern tracks).