Boots

Petal Party, London

Objectives

  • Raise awareness of how sufferers can tackle night-time hay fever symptoms highlighting the process of cooling air causing pollen to fall exacerbating hay-fever symptoms, and the potential effect sleep-quality
  • To inspire editorial and social conversations amongst journalists, influencers and consumers
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strategy

Transform a high footfall London location into a party space Recruit consumers and blogger via social media

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solution

  • Mixture of various colour and shaped petals to represent real petals
  • Bunting and tissue pom poms to turn the street into party venue
  • Brand ambassadors and DJ Lauren Pope attracted crowds of people and created party atmosphere
  • Release over 3 million petals in 40 minutes

results

  • 1449 members of the public joined the party alongside bloggers and media
  • Great visual effect for photographs and video content
  • 17 posts from bloggers
  • 37 tweets reaching audience of 181257
  • 132 posts in total using #petalparty reaching 9 million on Twitter
  • 251000 views of Boots Facebook teaser video
  • Boots first ever live stream attracted 30000 views