Florence by mills
In store
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The challenge

Actress, Millie Bobby Brown, became one of Hollywood’s must-have stars thanks to the huge popularity of Stranger Things - Netflix’s second most-watched series of all time!

So when her team wanted to promote the launch of her ‘Florence by mills’ beauty range in Boots stores, we turned the creative rulebook upside down to create an out-of-this-world experience for her huge fanbase.

Insight & Strategy

The mission of Millie’s range is to encourage consumers to embrace their inner self and express it on the outside.

Created by Gen Z for Gen Z, the target audience is active on social media and big Millie Bobby Brown fans. Expressing their individuality is hugely important.

Our answer? The experience would be a playground of self-expression. Fans could have fun and find their unique beauty.

Plus, they’d get to meet Millie in person – what bigger draw is there than that?

Activation

The exclusive launch of the Florence by mills range took place in Boots Covent Garden over two days. Young fans met and took photos with Millie in front of a beautiful pastel flower wall.

The atmosphere was pumping thanks to an in-store DJ dropping Millie’s mixtape of her favourite hits. Beauty stations offered consumers a chance to explore the Florence by mills products alone, grab a complimentary makeover from the MUAs, and snack on a branded candy floss cone.

Results

154.48

% increase in Feel Good Live effect on activity days

1,356

customers actively engaged

100

% sales uplift difference