Glossybox is a monthly beauty subscription service designed to offer beauty lovers an easy way to test luxury products and the latest makeup trends.
Hotcow were asked to come up with an exciting PR Stunt and Experience to celebrate Glossybox’s 2nd birthday and increase awareness of the brand, the service it provides and drive their target market to the website to sign up.
The Beauty product marketplace is a highly competitive and crowded environment, so to achieve a deeper level of brand engagement, people need to trial the product before they choose to subscribe.
What we did
We created a giant ‘Glossybox’ as the focus for a one day celebratory PR Stunt held in Covent Garden. We surprised the public with scheduled openings of the box throughout the day with ex Pussycat Doll and beauty expert Kimberly Wyatt and beauty entrepreneur Amber Atherton presenting the reveals.
A giant Glossybox clock counted down to each highly anticipated reveal, where balloons and confetti cannons were released and our glamorous Glossybox Girls popped up to hand out birthday treats for the awaiting crowds! Passers-by who were successful in receiving a birthday treat from the big reveal were awarded with a full-sized May Birthday edition Glossybox!
Our stand out team of Brand Ambassadors were out spreading the word and handing out Glossybox boutique bags in between the reveals.
So, what happened:
- 123,714 people were exposed to the brand
- 3,000 Glossybox boutiqe bags were distributed
- 1,200 Glossyboxes were rewarded to people during the giant Glossybox reveals
- 53% of participants said they were likely to subscribe to Glossybox after the event
‘I can highly recommend working with Hotcow. Their entire team have been truly passionate about our brand which made the event day very special for everyone involved. Hotcow was working with such a high level of professionalism that everything was delivered on time and all processes run absolutely impeccably. We could not have been more pleased with the event.’
K. Cornell, CEO Glossybox UK