The Really Buff Boutique

creating a pop-up beauty parlour

Overview:

Televison network UKTV asked us to help launch female-orientated channel ‘Really’ onto Freeview to help drive tune-in and to build a community of Really Facebook Fans moving forwards. 

We proposed an experiential campaign that would combine the channel’s brand values and viewer interests (girly gossip, shock documentaries and celebrity beauty makeovers) and would resonate with the core demographic of females aged 18 – 35.

The campaign also had to be created and delivered within 4 weeks of client sign-off.

 The Concept:

We kicked off the campaign by taking over a beauty salon in the heart of London’s West End and completely re-branding it as the ‘Really Buff Boutique’ – a female-friendly haven offering free ‘celebrity fit’ beauty treatments by a team of beauty experts. Appointments were only to be available via pre-registration through the channel’s Facebook page. 

The salon featured the brand’s colours and artwork themes throughout, as well as TV screens being installed so that members of the public could watch a ‘sizzle reel’ of the channel’s top programmes during their visit. 

A gossip-style magazine featuring snippets from their shows was also created as a free giveaway in the salon.

Alongside setting up the Really Buff Boutique, Taylor Herring commissioned ‘tanning expert to the stars’ James Harknett, to conduct research into the most popular celebrity tan shades requested by salon-goers across the UK this summer. 

The research identified a total of six distinct shades, as favoured by the rich and famous ranging from Pippa Middleton’s ‘Royal Mocha’ to ChristineBleakley’s ‘Burnished Bronze’ and released the findings as a news story on the day of the Really Buff Boutique salon launch.  The celebrity tan shades were also made available to customers of the salon.

In addition, Taylor Herring also invited female Facebook fans to ‘turn the tables’ on their partners and challenged them to volunteer their men for a waxing session, which was subsequently filmed as a short video for additional online exposure for the channel.

The Results:

The salon opened for one week only at the beginning of August and saw over 650 members of the public through its doors across just five days (two days were set aside for media appointments and UKTV’s marketing department to entertain their ad sales team).

Really’s Facebook fans tripled during the one week campaign period.

The story garnered an exclusive on ITV's Daybreak programme, 3 national newspaper print articles in The Sun, Independent and Daily Record and target market consumer magazine pieces in OK Magazine, Heat, Now and Closer.  The stunt trended on Twitter on the day of the channel launch

The story was also well covered on  national newspapers online sites eg. dailymail.co.uk, sun.co.uk, express.co.uk, metro.co.uk, mirror.co.uk, guardian.co.uk, telegraph.co.uk, thisislondon.co.uk and news sites including MSN and Yahoo. 

It ran widely in regional newspapers too with 15 regional print pieces and an additional 300 online sites taking up the story.