Urban Decay All Nighter High Performance Bratletes
Submitted by SEEN ConnectsAgency IPI Score 42/100

Urban Decay All Nighter High Performance Bratletes

Influencer Marketing

SEEN Connects cast 17 High Performance Bratletes to stress-test Urban Decay's All Nighter Setting Spray in extreme conditions, reporting a +4.6% engagement rate against a 3% benchmark.

+4.6%Engagement Rate
£1.23Cost per Engagement

About the campaign

Urban Decay and SEEN Connects cast 17 performers to prove the All Nighter Setting Spray, reaching a 4.6% engagement rate. Urban Decay wanted the spray to regain its 'that girl' status in a crowded setting-spray market. The long-lasting claim had to hold up under real, extreme conditions.

The agency introduced 17 "High Performance Bratletes", including drag queens, DJs, gamers, wrestlers and an Olympian. Each performer has a career or lifestyle that tests endurance every day. The work let high-energy environments prove the claim, drawing on Urban Decay's rebellious spirit. It ran under the agency's Insight & Strategy and Organic Influencer services.

The agency reports a 4.6% engagement rate, set against a 3% industry benchmark. Cost per engagement came in at £1.23, below a £1.80 target.

Case in 60 seconds

Urban Decay needed its All Nighter Setting Spray to regain 'that girl' status in a crowded setting-spray market, which meant proving the long-lasting claim held up under real, extreme conditions.

Audiences had learned to tune out beauty-industry performance claims, because every setting spray promises long wear, so the proof had to come from performers whose working lives already test endurance every day.

SEEN Connects recast endurance as a job requirement, naming performers 'High Performance Bratletes' so that high-energy environments did the proving in a register rooted in Urban Decay's rebellious spirit.

A cast of 17 High Performance Bratletes, drawn from drag queens, DJs, gamers, wrestlers and an Olympian, carried the All Nighter Setting Spray through careers and lifestyles that put endurance to the test daily.

SEEN Connects reports a 4.6% engagement rate against a 3% industry benchmark, alongside a £1.23 cost per engagement set against a £1.80 target, while no reach, views or sales figures are published.

Strategy Breakdown

The setting-spray market is crowded and its long-wear promises sound alike, so the All Nighter Setting Spray needed proof under extreme conditions to stand apart from claims shoppers had heard before.
Urban Decay's rebellious spirit gave the casting its licence, which is why drag queens, wrestlers and gamers sit in the cast beside an Olympian.
Audiences had learned to tune out beauty-industry claims, so watching a performer hold up through a high-energy environment carries more weight than a brand stating the same promise.

Creative & Execution System

Partners

  • SEEN Connects

Results & Evidence

MetricValue
Engagement Rate+4.6%
Cost per Engagement£1.23
Performers Cast17 performers

Why SEEN Connects' strategy worked

  1. 1

    A performance claim that audiences have stopped believing regains weight when the test moves into jobs that already demand endurance, because the setting supplies the proof that product copy cannot.

  2. 2

    Tying the cast to Urban Decay's rebellious spirit lets a functional claim carry brand character, so the product demonstration and the brand voice arrive in the same piece of work.

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