Made Up Leeds

  • Creative
  • PPC
  • PR
  • Social Media

Campaign snapshot

Made Up Leeds is a free, two-day festival going beyond beauty, covering make-up in all forms for all people, with demos, makeovers, speakers and 100+ offers from the city’s biggest cosmetic brands and retailers.

Umpf designed the branding, marketing collateral and website, and raised awareness through a comprehensive PR and social media campaign.

How we did it

This was the first cosmetics festival of its kind for Leeds, so a lot of work was needed to build its profile. To maximise media coverage, we drip-fed announcements to the media, and co-ordinated this alongside the website and social media announcements.

We also utilised influencers’ own social media accounts, and helped secure a diverse line-up of speakers. Guests included Made in Chelsea’s Georgia ‘Toff’ Toffolo, Love Island stars Kaz Crossley and Alexandra Cane and male beauty vlogger Lewys Ball.

The Umpf studio created the eye-catching logo, branding and website, as well as designing the Glamour Passports – the visitor guides for the event.

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The results

Made Up Leeds was a huge success, bringing thousands of extra people into Leeds city centre. It achieved 64 pieces of coverage, with a reach of 23million, including national, regional, local, trade and beauty titles. Cosmetics sales far exceeded targets, retailer feedback was overwhelmingly positive – with some reporting their biggest trading week of the year – and all ticketed events sold out.

Campaign highlights

64

pieces of coverage

23m

media reach

1000s

of extra shoppers brought into Leeds city centre