Baller’ Raptors Red Lipstick & Engaging the Female Fan
New to the realm of sports marketing, Buxom was looking for ways to authentically connect with female Raptors fans. To do so, Buxom created a special edition “Baller” red lipstick in the Raptors signature red shade. Additionally, Buxom remained top-of-mind at each stage of the female Raptors fan’s journey, through branded touchpoints before, during and after the game. In addition to celebrating the Raptors’ female fanbase, these initiatives helped build association between Buxom and female Raptors fans, earned healthy shared and earned media attention and helped drive sales.
THE PROBLEM
The Raptors have a significant female fan base, yet these many of these fans had no association with Buxom.
THE ASK
Build brand awareness and favorability between Buxom and female Raptor fans to help drive trial and future sales.
CREATIVE INSIGHT
Wearing lipstick has always been a way to express one's identity but it was never a way to express fandom.
THE IDEA
Leveraging Raptors IP, Buxom created a special edition “Baller” lipstick, in Raptor’s signature red shade. To help drive fan engagement, we employed Buxom branded concourse activations, in-arena assets, in-game features, exit-sampling, social media contests and held an influencer night.
The
Results
THE Results
This is the power
of partnerships
