Stark Matthews for the launch of Trilogy’s new Vitamin C range.
Trilogy’s freshly activated Vitamin C offering is highly innovative and a first in the self-select and natural category. We saw the opportunity for the Vitamin C Booster Treatment to become a hero product for the brand and created a 360° launch campaign to support this.
The results from using these products speak for themselves. Although, as the Vitamin C Booster Treatment has a unique dispensing mechanism, we understood that sharing the experience with this product and education about its use was key. We needed to look for a new and fresh way to launch Vitamin C while creating strong brand awareness and product hype.
The first pillar of our strategy was working with the Trilogy team to build an online-micro site in which Trilogy fans could secure the chance to be one of the first to try the Vitamin C products before anyone else in the world. This was driven through targeted social advertising and resulted in a waitlist of over 4500 excited fans eager to get their hands on these products.
Next, we introduced the products to media and influencers, albeit a little differently. We asked each person to nominate their most trusted source for recommendations, a friend or family member, to step into their beauty editor shoes and trial the products on their behalf becoming the official Trilogy Testers. The Trilogy Testers were sent out the Vitamin C products to trial over a period of two weeks before anyone else in the country.
Media, influencers and their chosen friend (showing off their now radiant skin) were then invited to a Saturday morning brunch in one of Sydney’s most iconic beachside spaces, North Bondi Fish, in celebration of Trilogy’s latest innovation. There wasn’t a Powerpoint presentation in sight and things were kept fun for all to enjoy with delicious food and chat about these game-changing products.
To further share the excitement and WOM for these exciting products each attendee left with not only the products for themselves, but three sets to pass onto friends who they thought would enjoy the exciting Vitamin C newness from Trilogy.
From the glorious sunshine that shone through the venue that morning to the delicious grazing spread put on by the North Bondi Fish team, there were a quite few highlights to note. Top of all however would have to be the truly positive feedback from media and influencers about the refreshingly different approach of the launch and how wonderful it was to let their friend in on being a beauty-
With over 90 social media clippings shared on the day and in the following days post event, the buzz and excitement we wanted to achieve around this product was certainly met. Post-event feedback from our guests was incredible with so many providing feedback on how refreshing fun and thought out this campaign concept was.
With the range having just landed on shelves, we’re excited to see and share the media coverage to come over the next couple of months.