BUBBLE DECKER BUS
CHALLENGE
Get students to understand Soap & Glory as a brand for them, bringing some all-important glam to campus
IDEA
Soap & Glory is a brand that celebrates fun, creativity and self expression – just like students! They wanted to show students how aligned they were in this sense, giving them a reason to engage with and adopt the brand.
We created the Bubble-Decker Bus tour – a 16 date journey around UK universities inviting students to join kick-ass dance classes, get airbrush glitter tattoos or win make-overs and braid sessions from on site ambassadors, The Glory Girls.
Each event was pre-promoted through a dedicated network of student “Glam-bassadors” with slots on the bus pre-booked via a specially built microsite. The top deck of the bus was reserved for VIP experiences which could be won via a social sharing competition mechanic.
Throughout the day, the Glory Girls handed out awesome giveaways from mini Soaperstuffs to oh-so-popular pink popcorn, spreading the love and bringing some PINK to those grey October days.
AMPLIFICATION
Recruitment for the Glambassador role was designed with a viral voting mechanic
Our Bubble Decker tour was pre-promoted by our team of 25 student brand Glam-bassadors who created and shared cool social content to create brand fame, reaching over 1.1m students ahead of the tour.
They helped pre-promote and pre-book on-site activities on line and IRL.
We made the event intrinsically sharable through a social competition inviting students to enter to win a VIP experience and a series of on-site insta installations which students wanted to share!
RESULTS
Reach: 1.1m
Competition entries 485% vs target
Student attendees: 24k