Making Shloer seasonally relevant outside the traditional Christmas period, our Play Your Way campaign ensured the brand was seen in all the right places.
Playful, inclusive, positive and empowering, the Play Your Way creative platform remained in line with Shloer brand positioning and personality, whilst also allowing for agility and flexibility across both audience approach and tactics.
From our media and influencer play dates, launching the new Shloer Spritzed range at Skinnydip’s London Nail Club, to our influencer squad and playful partnership with Backyard Cinema’s summer screenings; the campaign put product directly in the hands of influential individuals, generated social buzz and landed cut through column inches.
Kicking off with our media and influencer play dates, we hosted an exclusive launch of the new Shloer Spritzed range for influential media and content creators at Skinnydip’s London Nail Club. Offering them a free manicure in a relaxed setting, we utilised the event as a platform to reintroduce Shloer as a brand and launch the new Shloer Spritzed range.
Putting product directly into the attendees’ hands, we were able to speak face-to-face about their preconceptions of the brand and their thoughts on the new range, as well as collate any additional feedback on future trends and NPD.
Generating social noise on the day of the event, new relationships with macro influencers and confirmed coverage opportunities, the launch event was attended by the likes of Fabulous, Daily Express, Heat, Good Housekeeping, ELLE and Made in Chelsea star Nicola Hughes.
The success of the launch event was swiftly followed by our influencer activation. Driving reach and advocacy, reinforcing messaging that Shloer Spritzed is the perfect accompaniment to any summer soiree, we recruited Micro and Macro influencers as part of the Shloer Summer Squad.
Our tailored content creation campaign drew inspiration from our Play Your Way creative platform, whilst also incorporating Shloer branding, messaging and direction. Generating fun, engaging and authentic content, appealing to established customers and new demographics alike, our squad drove relevancy, awareness and demand. Including the likes of Ashley James, Nicola Hughes, Steph Elswood and A Little Obsessed, our Shloer Summer Squad shared consistent social coverage through the months of July – September, creating buzz throughout the campaign. Serving up product versatility, brand advocacy and creative content, the campaign generated 62 pieces of content, with a potential reach of 3,200,000 and a 9.3% average engagement rate, smashing all KPIs and industry benchmarks.
Offering scale and saliency, our playful partnership with Backyard Cinema enabled us to raise brand awareness, launching the new range to a highly engaged and relevant audience and driving sales during the key summer period.
As the only soft drinks partner for Backyard Cinema LA Nights, we also leveraged complementary tickets for influential journalists and influencers to drive organic social sharing and further strengthen relationships with the brand.
Inviting key journalists and influencers to a screening of their choice, building on new and established relationships with the brand, we drove further media appeal, with the likes of Mail Online, The Elle Next Door and Woman & Home in attendance.
Attracting over 16,000 visitors across six weeks, the Backyard Cinema partnership was communicated through multiple channels including email, site branding, screen advertising, social and VIP attendance.
The hardworking partnership was also further leveraged as competition collateral, as we targeted high-reaching online publications to host competitions to win tickets and an overnight stay in London. This guaranteed visibility for Shloer Spritzed across a range of premium women’s lifestyle titles, driving brand and partnership awareness. In total, competitions were secured in four top-tier media titles, with a total potential reach of 4,677,691, and combined entries of 238,781.
Keeping Shloer in the summer spotlight, our playful proactivity also saw us creating beautiful branded Surprise & Delight boxes.
From Little Wins such as a new PB at the gym or surviving rush hour on a Monday morning, to Big Celebrations including pregnancy announcements and house moves, our Surprise & Delight mailers positioned Shloer as the ultimate celebration drink for all occasions, encouraging social sharing and placing the product directly into the hands of press and influencers.
Paired with our “always-on” method, using fixed calendar dates and occasions, flexible events and off-the-cuff “fly” moments to infiltrate all summer coverage opportunities, 12 pieces of Surprise & Delight social coverage were achieved, including a post from Celebs Go Dating’s Anna Williamson, alongside 18 pieces of media coverage.
Covering media outreach, influencer activity, playful partnerships and driving continuous proactivity and momentum, the Play Your Way campaign in its entirety resulted in an incredible total reach of 24,927,202!
