Under the tutelage of our Global Creative Director, I helped launch Bare Escentuals' first-ever advertising campaign, “Rethink What Matters.” I originated dozens of campaign taglines and produced a (seemingly) endless amount of copy for OOH/ print/ web, including quiz questions for the RethinkWhatMatters.com microsite and social captions. The impact was huge. The size of Bare Escentuals’ Facebook community doubled in the campaign’s first two weeks, and after two months, the web site received 200,000+ submissions and captured 42,000+ email addresses.
