We also designed and implemented full store takeovers, branding Superdrug stores with giant window vinyls and ice cream cart props displaying products, all in the brand’s pretty, pastel summertime shades.

The pop-ups were fully promoted by Zoella herself on her social feeds, driving footfall ahead of the events.

Each of her posts on her 160k strong follower ‘Zoella Beauty’ Twitter feed attracted over 4k likes. Over on Instagram, her promoting post hit 22.1k likes from her 1.1m following.

With around 5k fans, many queuing to wait their turn, visiting the pop-up across the four days, this only goes to show the power of combining a real-life experience with the online visibility of an influencer.

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