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Celebrity Curated Summer Boxes Drive Fresh Content

Challenge

Securing post-launch coverage for GlamBox, the monthly beauty box subscription service, proved challenging. The majority of consumer media had already covered the brand and needed fresh angles and content over and above a new monthly box.

Strategy & Implementation

We approached 5 celebrities to curate the Summer Holiday GlamBox. The collaboration garnered media attention, and benefitted GlamBox by enhancing its appeal, visibility and brand recognition. A media event was hosted to launch the boxes.

Key Results

Due to relationships, all celebrities participated in the campaign free of charge and the total cost of the campaign was AED 15,000, including media event.

The celebrity GlamBox campaign resulted in over 130 pieces of coverage over a 3 month period, with a media value of just under $1million. Subscriptions to GlamBox during this period increased by over 30%.