Pampering fans for International Self-Care Day
Partners
Platforms
Deliveries
1,200
VIP Reach
200 Kits
Background
Who doesn’t need a ‘me’ moment every once in a while? Oui by Yoplait, in partnership with essie, was looking to own International Self-Care Day. They challenged our team to launch a campaign to treat fans to some much-needed pampering.
look what just got delivered! i won a self-care kit from @ouibyyoplait @essie and @busyphilipps 😃 thank you so much! Love these flavors and colors. And, how cute is the @corkcicle lunch box they came in!
Our solution
Together, we curated the ultimate self-care kit filled with beauty essentials fans could use to OuiFresh themselves in celebration of International Self-Care Day. First, to get the conversation going, we sent 200 VIP OuiFresh Kits to influencers and media across the country, driving thousands of engagements before the activation began. On the Friday leading up to the campaign, @ouibyyoplait posted a teaser on their Instagram feed encouraging fans to check back on Monday for a big announcement. On launch day, @ouibyyoplait posted on Instagram inviting fans to click the link in their bio to enter to win a self-care surprise. Instagram influencer and actress Busy Philipps also posted on her Instagram feed and story, directing fans to visit @ouibyyoplait for a chance to win. Fans submitted their information on the microsite in hopes of scoring a OuiFresh Kit: a chic, upscale refrigerated tote packed with six Oui by Yoplait flavor samples, color-corresponding essie polishes, custom nail accessories, and self-care tips from Busy Philipps herself. At the campaign close, winning fans were randomly selected and notified by email that they would receive their prize the following day. 900 fans in New York, Chicago, and Los Angeles received their OuiFresh Kit on-demand via DoorDash. The 100 remaining winners had their orders overnighted and fulfilled by UPS, so all winners received their OuiFresh kit in time for International Self Care Day.
Highlights
- Eventized International Self-Care Day for fans at home - Brought the Oui x Essie collab to life - Fulfilled 1,200 cold, on-demand product deliveries nationwide - Generated 90+ pieces of organic user-generated content
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