The Body Shop
Launch
The Body Shop
Launch
Rejecting The Beauty
Industry’s Rules & Rebelling Against Boring.
A force for good in beauty since 1976 and yet we waited until 2023 for the official launch of this wonderful brand in our country. It was our absolute pleasure handling the brand launch both offline and online and making sure this news goes viral.
Client
The Body Shop
Year
2023
Services
Social Media Marketing
Product Launch
PR & Event Management
Graphic Design
Video Production
Influencer Marketing
Rejecting The Beauty
Industry’s Rules & Rebelling Against Boring.
A force for good in beauty since 1976 and yet we waited until 2023 for the official launch of this wonderful brand in our country. It was our absolute pleasure handling the brand launch both offline and online and making sure this news goes viral.
Client: The Body Shop
Year: 2023
Services :
Social Media Marketing
Product Launch
PR & Event Management
Graphic Design
Video Production
Influencer Marketing
Teasing And Revealing
Changemaking Beauty.
Having in mind the story of activism strongly built into The Body Shop brand, the communication strategy was developed. It included teaser and reveal phase, designed to introduce the brand’s vision as changemaking beauty.
The teaser phase was based on social media teasing content and stories published by the influencers. The reveal phase included an opening event organization, social media campaign, and influencer campaign. We prepared a technical scenario for the event which started with a Beauty Walk – march of the changemaking beauty, and continued with a debate, Beauty Talk. When the debate was over, a representative of The Body Shop invited the participants to the official ribbon cutting and a vegan cocktail.
15 promoters, representing beauty of all shapes and sizes were hired to carry placards and a megaphone through Skopje City Mall, where the store opening event took place. The Beauty Talk was moderated by Ana Jovkovska, author, feminist and former TV host. A total of 21 influencers, journalists, activists and other public figures were present.
In terms of PR, we prepared the moderator brief, media and participants’ invitations, media and participants’ brief, talking points for the moderator, participants and the client, and the official press release with 11 articles published.
The social media campaign was based on content prepared for The Body Shop channels (Facebook, Instagram and Tiktok), as well as the content provided by the influencers we collabed with. The influencer content was planned in 3 phases: teasing, storytelling (opening) and experience. The content for the brand’s channels was prepared from the images and video materials provided by the client. A total of 22 ads were placed in order to promote the Facebook page, the Instagram Profile, Facebook Event and the published content.
Launch Week Facts & Figures:
- 227.533 people reached on Facebook in a week
- 64.212 total engagements on Facebook in one week
- 3.411 Facebook followers in just a few days
- 204.894 people reached on Instagram in a week
- 2.370 followers on Instagram in just a few days
- 11 articles published
- With a limited media buying budget, we managed to get 159.616 in paid reach and 7,4% CTR on our Paid Social ads
- The overall launch campaign was very successful and widely shared on social media
