2024
Sector
Beauty
Services
Social Media
The Ordinary Thames Bottle
Brief
Popular and disruptive beauty brand The Ordinary approached us to handle a once-in-a-lifetime experiential campaign. To promote their new Hyaluronic formula, the brand wanted to float a huge replica bottle of the product down the River Thames.
As part of this activation, we set out to spread the word with a full social media strategy. This was to include creative and targeted activity across all major platforms in order to reach as many people as possible and do justice to the scale of the wider project.
Process
Our process included a member of our social media team travelling to see the activation in person on-site in London. From our efforts there, we posted 7 TikToks, 3 LinkedIn posts, 2 Instagram posts, and engaged with audiences on Twitter. Our activity on LinkedIn extended to the wider agency, as team members were encouraged to share news of the huge project – which generated even more engagement.
The nature of the content we created had to be engaging enough to live up to the ‘wow’ factor created by the activation itself, and showcase the project in a way that justified the hype. With this in mind, we posted an interview with onlookers, a professional promo video, a video showing off our best comments, and 3 meme videos. We also shared many photos of the bottle, as well as a timelapse and behind-the-scenes content from the initial build.
Results
On Tuesday 13th February 2024, our 12-metre ‘The Ordinary’ bottle successfully journeyed along the Thames. Our social activity for the activation generated fantastic results across every platform, including 1,500 search appearances on LinkedIn (+96%), 480 content interactions on Instagram (+416%), and
6,234 likes on TikTok (+2,638%).
Video views (TikTok)
158k
Impressions (LinkedIn)
41,400
Accounts reached (Instagram)
2,847
