US-based clean beauty brand, Biossance, requested we conceptualize an experience to engage beauty and lifestyle influencers/press with a goal to generate social media activity and secure press coverage. To ensure the activation reflected the polished and modern look and feel of Biossance, we chose a space with clean white lines and lots of natural light. As any skincare regime starts at daybreak, we suggested the event take place in the morning with a longtable breakfast catered by professional chef, Juno Kim, who curated a coursed plant-based meal. To spark the group’s appetite, we invited one of Vancouver’s leading yoga instructors to lead a relaxation class prior to breakfast. The hashtag, handle and Biossance GIPS were shared to enhance posting and trackability. As well, the products were displayed in a bed of eucalyptus to prompt social sharing.
The event drew 30 guests across the brand’s target audiences including nutritionists, broadcast contributors, reporters and top-tier beauty and health influencers. Within a few hours, social posts reached an online audience of 1M+ with a total of 89 stories on Instagram. An on-site presentation by Biossance translated into strong message pull-through in social captions alongside the inclusion of brand handles and hashtags. Media features were secured in Boulevard Magazine and Where Magazine.
