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Soap & glory

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The Brief

Soap & Glory is a successful UK-based company that produces cosmetics, bath & body, skincare and all year round gifting products. The range is sold across Europe, North America, Asia and Australia.

We have enjoyed working with Soap & Glory since 2011, and in support of the Sexy Mother Pucker™ Pillow Plump™ XXL launch in March 2015, we were tasked to develop an engaging, innovative and addictive web based competition game, which was promoted through multiple channels, including social media platforms.

The idea

The idea was developed for a simple mouse click or finger tapping game concept. To highlight the key USPs of this product, a new formula that stimulates the lips and create an instant natural plump, we asked the users to click/tap on the hit button as quickly as possible to plump the lips in less than 10 seconds. The faster the user clicks, the higher the score, driving users to keep coming back to compete with themselves and others to gain higher scores and increase their chances to win prizes.

everyone is a winner

To drive the ‘everyone is a winner’ ethos, those who did not win an actual prize were offered a ‘£1 off’ e-coupon code to use on purchases of the SMP XXL lip gloss on boots.com, to incentivise users to participate and to encourage click through to boots.com.

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BE SOCIAL.
BE RESPONSIVE

To cater for Soap & Glory’s large social following, it was vital to allow users to access the game via social media platforms. Currently, Facebook page tabs are not supported in Facebook app for mobile, but with almost 80% of Soap & Glory’s online traffic coming from mobile devices, there was a requirement to build a platform that was fully responsive.

Our solution was to create a unique bit.ly link, which acts as a ‘switchboard’. This URL took the users to our bespoke page where we automatically detected their device, and directed all desktop users to the Facebook Page Tab app, and mobile users to the fully responsive stand-alone game page, giving everyone access to the game. The bit.ly link also allowed the client to track traffic and impressions.

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the results

The campaign was successfully delivered within budget and on time, and generated a phenomenal buzz online, viral social engagement and amazing traffic to both the client’s website and Boots.com. Not only did we smash the targets for brand awareness and engagement, we captured valuable and quality data from customers who interacted with us through the game, thus bringing substantial commercial success for the client.

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“It is always a pleasure working with Ready, who develop our creative concepts into engaging digital platforms. Soap & Glory is known for being an extremely creative led brand, and continually challenge Ready to develop online tools with challenging designs that have to work responsively and not impact download times on mobile.”

MANDEEP RAMANAY-SINGH

Global Head of Digital