Lime negotiated a partnership with beauty industry titan, L’Oreal, to celebrate the release of Madame Web and help amplify the relaunch of Garnier’s Hair Food. Garnier leveraged the film’s female empowerment themes using the synergistic tagline “My Hair. My Superpower”. They targeted our shared Gen Z target audience with a substantial digital ATL campaign, comprised of paid/organic influencer ads, and content featuring across Youtube, Meta and Tiktok. For top-tier influencers, they hosted a screening of the film at Sony HQ, with a combined reach of iro 25 million.
Garnier also invested in a Madame Web-branded “Superpower Your Shower” experiential activation at Westfield; an interactive, immersive imitation of the shower experience. Customers could enter shower cubicles, receive virtual hair consultations, play on the Madame Web claw machine, watch film content and ultimately win a trip to our hero’s hometown in NYC! The disruptive stunt boasted a footfall of over 300K, which was amplified further with PR exposure.
Support:
- Paid/organic influencer ads, with content featuring across Youtube, Meta and Tiktok
- Experiential stunt activation
- Screening at Sony HQ for top-tier influencers
