Nails Inc launches first integrated campaign

Nails Inc is launching its first paid for marketing campaign to support the launch of its Magnetic Effect range and increase engagement with the brand.

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The campaign, fronted by T4 presenter Jameela Jamil, includes a branded microsite, competitions, nail art tips and social media activity which includes an attempt to create the world’s longest virtual handshake.

Previously the brand has used partnerships with other brands to drive awareness. Tie ups have included a partnership with Kellogg’s Special K, Diet Coke and Cadbury Dairy Milk.

Nails Inc hopes to drive traffic to its Facebook fan page and encourage consumers to interact with the brand through giveaways, a £3,000 prize draw and rewards for user-generated content.

It is also running a print and online campaign in partnership with Look magazine and has pledged to give £1 from every purchase to The Prince’s Trust.

The campaign has been created by MCBX, which was appointed to handle the brands marketing earlier this year.

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