Every year, Liberty London launches its advent calendar box set. This premium collection is one of the beauty brand’s hottest items, giving fans a great selection of goodies – from lotions and balms to lipsticks and perfumes. And with its latest box ready for launch, Liberty wanted an event that was fun, memorable, and worthy of the product.
Promohire was on the case! Our beauty campaign experience meant we could help showcase Liberty’s advent calendar in a way that was every bit as unique as the brand.
Who is Liberty?
A luxury department store with a strong online presence, Liberty is a London-based beauty brand with a rich heritage dating back to the 1800s. They sell a wide selection of products, including hair and beauty treatments, as well as fabrics and jewellery.
Liberty London also knows the power of a great gift set. Their advent calendar boasts over 30 beauty products, providing real value that makes it an instant favourite. So, with the summer over, it was time to celebrate its launch in spectacular fashion – while generating a buzz online.
What did Liberty want?
The goal was to spread awareness about Liberty’s advent calendar and create excitement around the brand. That’s why no simple pop-up stand would do.
Liberty came to Promohire with an idea. Knowing our experience and what we can do, they wanted us to turn multiple vehicles into vibrant copies of their all-new product. Two Piaggio Apes would deliver free advent calendars to influencers in London, who would in turn share their excitement with their followers.
There would also be a private party for the press, with a custom Citroen H-Van on site to provide food and drinks, along with branded peel and reveal cups. This promotional campaign would end with the public in Covent Garden, after the influencers had spread the word online.
How did Promohire help?
Our bespoke design and build team got right to work, fabricating the custom roof to look just like the product itself. The challenge was to create an exact match for the advent calendar – with all details and colours the same.
Working from Liberty’s artwork files, we scaled the design up in vinyl and wrapped both Piaggio Apes to mirror the product, along with a subtle blue shade. The team also ensured all custom work was fully secure, as these vehicles would be used to zip around London, filled with freebies.
This effort was copied for the matching H-Van and freestanding photo backdrop. Paired together, these elements meant a consistent finish that was fully on-brand.
We also supported Liberty’s campaign with enhanced logistics, moving all vehicles between locations with a trailer. We also handled all of the driving, so the Piaggio Apes were cared for while making deliveries.
What was the result?
Given its creativity, it’s no surprise this promotional campaign was a huge success! By putting Liberty London’s advent calendar in the spotlight, we made the product the star of the show. This put more eyes on this iconic item, with more sales in the long run.
In Covent Garden, the backdrop and H-Van really drew the crowds – with long lines forming just so people could sample the brand’s latest gift set.
Most importantly, Liberty got all of the fantastic content it wanted. Influencers loved showing off their free gifts, and the press activation looked gorgeous set in the serene park setting – perfect for capturing the whole event in high resolution!
These posts were spread all over Instagram and LinkedIn, to name a few, with lots of engagement from Liberty’s fans online. See how to make your beauty campaign a social media success to achieve similar results.
Explore ideas for your beauty campaign
Have a great idea for your beauty brand? If so, we want to hear about it! At Promohire, we thrive on bringing ideas like yours to life.
Whether you like a ‘less is more’ approach or plan to supercharge your campaign, our team can offer practical solutions, from build work to staffing and location planning.
If you think that a live beauty campaign may be right for you, it’s time to speak with Promohire! Over a FREE 30-minute discovery call, we’ll explore your needs and objectives, and discuss what we can do to make your activation one to remember!
