A full-funnel, AI-powered digital campaign that brought Tira Beauty’s #ForEveryYou promise to life, connecting meaningfully with a multigenerational audience through nine distinct films.
Challenge
Tira, Reliance Retail’s omni-channel beauty platform, needed to deepen its connection with a multigenerational audience, with each cohort bringing unique mindsets, lifestyles, needs and aspirations to the table.
We were tasked to extend Tira’s #ForEveryYou positioning through a high-impact digital-first campaign that felt inclusive, relevant, and emotionally resonant, while successfully spotlighting the brand’s extensive variety of beauty, hair and skincare products.
Approach
Three key considerations guided our strategic approach:
Craft a cohesive campaign that speaks to vastly different audience segments without diluting the brand’s DNA
Address, acknowledge and cut through the complexity of the world of beauty which, while empowering, can feel overwhelming in today’s landscape of trends, products, and choices
Simplify the customer journey while showcasing Tira’s curated, tech-driven, and elevated retail experience
We launched a full-funnel digital campaign, with a multi-film narrative, featuring nine distinct films, each spotlighting a different consumer mindset and beauty journey. From personalization and curated access to tech innovation and trend-spotting, every film celebrated Tira’s ability to meet customers where they are - whether they seek bold experimentation or timeless classics.
To amplify reach without compromising creative integrity, we leveraged Toaster INSEA’s newly established AI Studio to produce 27 platform-specific adaptations. This ensured storytelling dynamism across touchpoints, maintaining quality while scaling efficiently.
From awareness-building hero films to consideration-stage storytelling and conversion-focused assets, the campaign was strategically designed to guide audiences from inspiration to action, meeting them at every stage of their decision journey.
Results
The campaign positioned Tira as a brand that understands the nuances of beauty across generations, offering not just products, but a confident, curated, and empowering experience #ForEveryYou.
