Pearl Drops has launched a six month partnership with Look called Look.laugh.live. The partnership includes a Look Influencer campaign, native editorial content (both in print and online) as well as a digital and print advertising campaign. Chorus, the specialist partnerships division at Maxus, brokered the activity which runs until September. The advertising creative is created by Therapy.
The Look.laugh.live partnership will kick off by searching for “The UK’s Biggest Smile”, a Look Influencer led social media competition, with the winner unveiled in Look’s “Happy” issue. In this issue, Pearl Drops will also have eight pages of editorial, a specially designed front cover (with the owner of the UK’s Biggest Smile on the flip reverse cover). The Look.Laugh.love partnership aims to drive awareness of the Pearl Drop’s new whitening products and activity has been carefully scheduled to peak with Look’s “Happy” issue.
The Look.laugh.live partnership also includes native features in every Look issue for the next six months, a bespoke online content hub, display ads both print and online, and amplification through social channels using the hashtag #looklaughlive which will be used for all Pearl Drops content.
Bonney Munns, senior brand manager for Pearl Drops at Church & Dwight commented: “Partnering with Look is the perfect platform for us to inspire women to live for today, and smile even more. Their unique positioning mirrors our values for celebrating individualism and the beauty that we all hold in our real smiles. This campaign is one that aims to resonate with real people through its authenticity and insight.”
Laura Gao, account director at Chorus said: “This multi-faceted partnership spanning content creation, social influencers and media amplification champions real beauty. We’re able to bring Pearl Drop’s celebration of authentic smiles to life across Look’s touchpoints, encouraging more women to ditch the pout and embrace their smile!”
Gilly Ferguson, editor of Look, adds: “At Look we encourage our audience to strive to be the best version of themselves, empowering them with confidence – and with a smile – so this partnership with Pearl Drops is a perfect fit for us. It is also a brilliant example of how Look is able to unlock access to bloggers, vloggers, Look in-house experts and Look Influencers for our brand partners.”