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At over 200 years old, Pears Soap is a brand with a deep-seated British heritage. The brand wanted to revitalise and grow its audience with a strong, timely and highly relevant partnership.
When it comes to British institutions, few are quite as iconic as our relationship to cricket. And the growing interest in women’s cricket – especially among younger audiences – ahead of the ICC Women’s World Cup makes for a match made in relevance heaven.
But how do you bring the partnership to life for consumers? And in an industry driven by algorithms and the next best thing, how do you encourage a newer, younger audience to try products from an older, heritage brand?
We took the most recognisable visual in cricket – the shattering wicket – and reimagined it through the lens of Pears. Stationed outside of supermarkets, we created a mini cricket pitch complete with branded wickets, cricket bat and parasol. The cricket challenge was simple: guests were invited to try to knock out all three wickets and win a Pears branded t-shirt.
A simple, but highly engaging mechanic, paired with bright, customer-stopping visuals and well-timed seasonal relevance.
But this was more than a one-off activation. We knew that to reach a Gen-Z audience, we would need more than a fun and attractive stand to drive engagement. Seasonal relevance was one thing, but driving audience relevance was quite another. Social media amplification was our answer: we identified 12 relevant nano and micro influencers, local to select stops on the roadshow, to amplify the activity before, during and after the experience appeared outside stores.
This made the activation a capital E Event – something that you’d see online and then want to try out for yourself. It also helped to keep the momentum high and extend the reach of the campaign beyond the physical roadshow.
Between teaser videos to build buzz and get people talking, on the day content filmed alongside the general public, and highlight reels to wrap up the campaign, the influencer layer was designed to build awareness and encourage audiences to visit their nearest store and experience the action for themselves.
Over 5 activity days, we engaged 2,200 customers and distributed 1,775 coupons and samples. Customers loved the activation; reporting a 9.7/10 for satisfaction, a +74 NPS and 9.3/10 for improved opinion of Pears as a result of the event.
Strong performance for a heritage brand like Pears, but the success story really lies in the social media amplification campaign.
The influencer campaign organically generated over 41.2k plays; reaching over 27k people and driving over 1,300engagements. This equated to a strong 5% engagement rate, outperforming the benchmark of 4.2% and demonstrating the real power of local creators in driving awareness and engagement at a community level.
Two of the Instagram reels ranked among the highest-visibility Pears mentions in Britain this year – a true example of how effective both the campaign and the influencer layer was at driving audience engagement.
Combining seasonal relevance, an iconic and recognisable visual, and a layer of local influencers led to a result for Pears that really was cricket.
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