covergirl &
lauren alaina
cmt next women of country tour
About the pARTNERSHIP
A staunch advocate for country music’s female artists, CMT launched its “Next Women of Country” platform in 2013 in an effort to support and expose developing female talent, both signed and unsigned, in a male-dominated format.
Aligning with this empowering franchise, CMT and COVERGIRL partnered to create the underCOVER program - bringing our fans insider access to the beauty stories on the Next Women of Country Tour.
Beauty Exchange Program
Contrasting the big city with the home of country music, we paired rising star Lauren Alaina with YouTube sensation Jeanine Amapola for an authentic look at their favorite cities.
The two-part series gave a fun and aspirational look at Lauren and Jeanine’s lives and their new-found friendship engaged fans across CMT and talent’s O&O platforms.
CAMPAIGN PILLARS
→ two-part branded underCOVER content series airing across linear, digital, and social platforms
→ Next Women of Country Tour sponsorship
→ Social support from CMT and talent handles
→ On-site COVERGIRL experiential activation and sampling at CMT Next Women of Country Tour NYC stop
The Results
Two It Girls. Two It Cities. The "Beauty Exchange Program" ignited country and beauty fans around the CMT Next Women of Country Tour, notching:
→ almost 4M fans across all screens
→ 73K total engagements
→ 96% video completion rate
Partnering with the right talent at the right time paid off. During the campaign:
→ Lauren's new single "Road Less Traveled" climbed the charts, ultimately reaching #1.
→ Jeanine's influence continued to grow, with more than 60K new YouTube subscribers joining throughout the campaign.
