The client asked us to highlight the truly sensorial experience of using Elemis’ Pro-collagen Cleansing Balm. The problem? People saw makeup removal and cleansing as a very utilitarian task, something to rush through with very little thought at the beginning and end of the day. That’s when it occurred to us, what if we took this utilitarian task and gave it the true ‘spa treatment’ it deserved. And what if we made it mobile so women, the true multi-task masters could enjoy this mini spa moment on-the-go.
Guests were ‘carried away’ with our mobile cleansing spas packed with products for riders to test out, custom spa robes and accessories, and full vanities where they could finish getting ready all on the road to becoming collagen experts.
We also utilized digital billboards to drive awareness, share reactions to the product, and a QR code that let viewers try it themselves with a free trial sized cleansing balm (to be sent to their homes).
To get the word out about our on-call mobile spas, we partnered with influencers and created digital billboards where passerby could scan the QR code for product samples and a chance to get carried away in our spa fleet.
This all folded in to our larger platform of ‘Collagen Expertise’ that educated shoppers on the collagen-boosting benefits of our products.
Our influencer partners were given dedicated landing pages to share on their social channels where followers could go for a free sample and to enter for a chance to be picked up in one of our mobile cleansing spas.
Results:
78M Total Paid + Organic Views/Impressions (TikTok + IG)
439K Total Landing page visits
81K Sample Sign Ups
+5.7% Ad Recall