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“OUR most successful
digital campaign!”

Soap & glory

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Brief

Increase Soap & Glory’s share of the UK lip gloss category by creating a powerful tactical launch campaign for the brand’s new Sexy Mother Pucker Pillow Plump XXL lip gloss. Use sampling within the campaign to drive trial of the products.

Insight

We quickly identified Facebook as a key channel to reach Soap & Glory’s audience. Their loyal community of 1.2m followers love interacting with the brand, particularly through the Facebook app for mobile.

Oh yeah, and they also love another thing – having fun!

idea

The key benefit of the product was that it stimulated lips for an instant natural plump. So we devised a digital game challenging Soap & Glory’s Facebook followers to plump up a set of lips by tapping their phone or mouse as quickly as possible. The faster the user clicked, the higher their score, with prizes dished out at random to those who completed the challenge.

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IMPLEMENTATION

The game was launched within a Facebook page tab app, with mobile users playing on a standalone mobile-responsive game page. It generated phenomenal interest. Soap & Glory fans shared it amongst their friends in their droves, and played repeatedly to try and get their scores on the highly competitive leaderboard.

Rather than stand on the street handing out samples to people we knew nothing about, our batch of samples were given out as prizes within the game. This meant we were getting them into the hands of engaged users who had provided their data to receive them.

Anyone who didn’t win a prize was offered a £1-off coupon to use on the product through the Boots website, driving further incentive to purchase.

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Impact

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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.”

Global Head of Digital

Soap & Glory

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