COVERGIRL + ELLEN DEGENERES
+ Talent Identification, Negotiation
+ Entertainment Strategy
+ TV Integration
In 2010, COVERGIRL asked UEG to find, sign and create a relationship to introduce a new anti-aging product in a fun and unexpected way.
UEG sought to find a unique, unexpected and relatable-to-real-women partner for COVERGIRL. With Ellen DeGeneres, the brand also found a new platform in Ellen's show to leverage and authentically engage this new demographic.
We quickly built a strong relationship with Ellen’s team that enabled the brand to get the most out of the partnership and create a ground breaking campaign that drove a magnitude of sales growth not seen since in previous years.
UEG’s chose to look way at talent in a new and different way – that sometimes the unexpected choices are the best and most buzzworthy. The Ellen + COVERGIRL partnership shows our ability to create relationships with talent beyond service days to get more out of the relationship.