Following on from the success of Popcorn client OGX’s Pride activations earlier this year, the Popstars have been continuing to drive awareness around OGX’s partnership with the LGBT Foundation, culminating in the ultimate influencer sleepover at real life Barbie dreamhouse, Eaton House Studio.
Inviting OGX Tribe members, existing brand advocates and newly recruited influencers for the slumber party of dreams, the Bed Hair Don’t Care influencer sleepover put OGX products firmly on the beauty map and educated attendees on the LGBT Foundation partnership.
With ten top-tier beauty, lifestyle and LGBTQ+ influencers in attendance, including the likes of Simone Murphy, Megan Beacon-Evans and Love Island’s Harley Brash, the event landed key messaging around brand ethos, NPD and the full OGX product range.
Showcasing OGX’s partnership with LGBT Foundation and encouraging people to join the #BedHairDontCare movement, guests were treated to matching pink striped PJs, OGX products to suit their hair type, branded eye masks and tote bags and an array of personalised goodies including slippers and pink chocolate Smash Cups.
After exploring Eaton House Studios, enjoying welcome drinks and being shown to their bedrooms, attendees took part in a mini photoshoot with influencer-fave photographer Rebecca Spencer, shooting a mix of social-ready images.
Following a fabulous dinner served in a room that had been transformed into a disco complete with balloons, confetti and a DJ, guests took part in a lip sync battle à la Ru Paul’s Drag Race, hosted by colourful drag queen, Crayola.
Our fully integrated approach saw Instagram Stories shared on the OGX Instagram channel in real time, driving further engagement and click throughs to both the Instagram profile and website.
Engaging with influencers and reposting content to generate further awareness, the activity saw a 33% increase in visits to the @OGXBeautyUK channel compared to the previous week, increased engagement on the channel in response to sleepover related Stories and 18x more website click throughs from the channel compared to the previous week.
In addition to generating over 120 pieces of social media coverage across the evening and morning of the event, with a potential reach of over 955k, the event helped generate a multitude of rich, quality content for use across the year on OGX owned channels.
With the #BedHairDontCare activation still live, the Popstars are proud in the part we’re playing, continuing to raise further awareness of OGX and the donation mechanic for the LGBT Foundation by partnering with 14 top-tier influencers to drive momentum around the campaign, encouraging people to join the movement.