Soap & Glory hosted boudoir-inspired live window installations with special guests at key regional shopping malls as part of a new experiential strategy using real life ‘Glory Girls’. Our challenge was to create a newsworthy campaign using creative content (without any new brand initiatives or products to launch).
Tapping into the target audience’s (F16-24) love of sharing moving image content, we created shareable branded content for terrestrial and non-terrestrial broadcast: a mix of how-to videos, beauty time-lapses, celeb and fashion tips, as well as bespoke blogger content.
Our approach created a talking point for national and regional broadcasters: 32 pieces of coverage across TV, radio and online with a total reach of 91+ million. Key pieces include: Mail Online, ITV2 and bloggers such as M Talks.