If Laura Dern were to write a love letter to herself, it would say, “You’ve got this, Dern.”
That’s one of the 22 versions of a new digital campaign that Kate Spade rolled out this week; the campaign promotes a new fragrance dubbed In Full Bloom. More interestingly though, Dern’s monologue was inspired from Google searches and what queries people use when looking for beauty content online. In addition to Dern, Tavi Gevinson and Sasheer Zamata also star in the campaign and talk about life lessons and advice they’ve picked up over the years.
The fashion brand partnered with Google to better understand insights about users on the platform before writing the creative for the spots. For beauty fans, queries about confidence, love, happiness and success are top search terms. Once the brand identified the search terms, Zamata, Gevinson and Dern then spoke off-the-cuff about those topics.
“We made a decision that we wanted to do the bulk of our advertising for fragrance on YouTube, which has a huge amount of influence on beauty and fragrance purchases,” said Mary Beech, CMO of Kate Spade New York. “We really learned about breaking the fourth wall, having an up-close conversation directly with the viewer.”
During a panel at CES in January, Dern mentioned that she would like to do more commercial work, as long as it fit her personality and values.
“We’ve always been a fan of hers—she has such intelligence, strength and joy throughout everything she does,” Beech said. “We loved her emotional resonance, her candor, her natural beauty.”
The campaign was shot by Inez and Vinoodh and Dern in black and white, which is a theme that Kate Spade New York is using for all of its 2018 campaigns.
In terms of the brand’s decision to go all-in on YouTube—when many brands are still staying off the platform due to brand-safety issues—Beech said she is not concerned about the platform.
“We’ve had a really great relationship with them and use it as part of our mix, but definitely for fragrance, you can influence a significant number of fragrance and beauty purchase—I think it’s upwards of 60 percent of beauty and fragrance purchases are influenced on YouTube,” Beech said.