Impulse Mist-Ic Launch
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The challenge

Our client, Impulse, was launching a new range, Impulse Mist-Ics, exclusively with Superdrug. With the tagline "All the Feels", the range targets Gen Z consumers to match their mood with a scent to match their energy, inspired by crystals.

Our challenge was to create an experience to celebrate the launch with an immersive Mist-Ic journey uplifted by mystic arts and healing stones. We had to transport the target audience into a world they wouldn't want to leave, giving them all the feels.

Insight & Strategy

The target audience, Gen Z, are digital natives - they like to experience offline and share online. Our insights showed they are curious about spiritual practice, including tarot, astrology, mysticism and mindfulness. In addition, they have high mental health awareness and appreciate the appeal of aesthetics.

We wanted this campaign to look and feel like the thriving online community of Mysticurious Gen Z birthed it. That means creators, not models, are the face and put their personal spin on the campaign.

With wellness and crystals being one of the leading trends across beauty and personal care, we utilised this knowledge to create a memorable and alluring experience to showcase the new range, its colourways, and scents.

Activation

Our Mist-Ic Hideaway experience launched the new range at The Hackney, a unique, intimate East London venue.

VIP beauty influencers received mysterious invites designed as tarot cards, asking them to join us and immerse themselves in the Mist-Ic world to help them to feel more alert and balanced.

We encouraged them to try the four body mists to raise awareness online of the new range in Superdrug stores.

BAs greeted guests as they arrived, offering them a complimentary drink from the Colourful Mocktail Menu. The cocktails emulated the crystal theme of the day – coloured to match the Impulse range and flavoured with fruity hints.

A tarot card reader was on hand to offer personalised reading and predictions - linking back to the mystic tarot-themed invites.

All attendees went home with a fabulous goody bag full of crystal-themed goodies to content the mystical magic of the launch at home. We also extended the goody bags to creators who couldn’t attend, extending the campaign’s reach.

Results

4.4

million online reach

5.06

million total impressions

1

viral video