☺
works

Sisters, Not Twins

For the launch of ColourPop’s new pearl Liquid Blush shades, I concepted and led a social-first campaign featuring sisters and Dance Moms alumni Brooke and Paige Hyland. I oversaw creative direction and marketing strategy from ideation, casting, styling and shoot execution, designing a campaign that naturally aligned with their real-life dynamic. Timed to debut on National Siblings Day, the content rollout drove cultural relevance and strong positive engagement across platforms aligning with nostalgic Dance Mom fans.

Client • 

ColourPop

Service • 

Marketing Strategy, Campaign, Creative Direction, Social Strategy

Objectives:

  • Introduce the new Pearl finish of ColourPop's Liquid Blush with a fresh, culturally resonant angle
  • Leverage Brooke and Paige Hyland's built-in nostalgia and sister dynamic to create emotional connection with fans
  • Develop social-first creative direction that spotlighted both finishes of the product
  • Produce platform-native content optimized for TikTok and the Hyland's sisers' social following
  • Align the launch with National Siblings Day to maximize cultural conversation, excietement and relevance

‍

Scope of Work:

Our software solutions encompass a comprehensive development process:

  1. Concepted the full creative direction, art direction, and social posting cadence for the campaign
  2. Developed the social and rollout strategy, building a content plan tailored to nostalgia-driven audience
  3. Led casting, selecting Brooke and Paige Hyland for their cultural resonance and authentic sibling dynamic
  4. Oversaw styling, on=set creative leadership and shoot execution to ensure cohesion across looks, tone, and storytelling
  5. Managed the campaign launch strategy andcontent sequencing for National Siblings Day, resulting in meaningful engagement of 4.3M Views, 7.8M Impressions and a WWD Press Exclusive
No items found.

© 2025 Michelle Song