Glossier UK
OOH Creates Awareness of Pop-Up Store & Sales Increase
Objective
Glossier strived to raise awareness of the brand, their pop-up shop located in Covent Garden and and drive traffic to Glossier's website throughout key pockets of London. Additionally, Glossier looked to increase brand consideration and ultimately drive trial/purchase intent among new users and Glossier enthusiasts in London, by creative buzz and standing out in a cluttered market, piquing interest and sparking conversation about the brand, spread by word of mouth.
Activation
Project X and Glossier worked to craft a launch strategy for the brands first international OOH campaign, by initially identifying pockets of London with the highest concentration of their audience, and looked to "own" these areas which included Central London, Kensignton, Hammersmith, Fullham, Battersea, Shoreditch and Islington. The campaign was flighted in three bursts: launch, sustain and pop-up targeting to maximize dollars and extend reach.
Glossier utilized a mix of traditional and non-traditional media including spectaculars, handpaints, dedicated wildpostings, London Tube 48-sheets, bus wraps, bus supersides, oxford network digital shelters, cherry-picked digital kiosks and guerrilla wildpostings.
Results
Glossier's highly anticipated second pop-up retail location in London welcomed over 10,000 visitors from around the country during it's first weeks, which is more than their first pop-up store saw in it's entirety. Awareness of the brand has increased in the market, due in part to the targeted OOH efforts, and sales across London have increased substantially as a result of the campaign. Glossier's London OOH painted the town Glossier pink and was 'the best campaign yet' according to Glossier's creative team.
”Ever since day 1 we’ve dreamt of making Glossier a global beauty movement that celebrates real girls in real life. And that moment is coming up.”
– Glossier CEO Emily Weiss on the beauty brands OOH ads
