ACTIVATION: Alya Skin “Spritz Beach Club”
SITUATION:
Alya Skin hosted its very own "Spritz Beach Club" at Coogee Beach to celebrate the launch of its latest skincare product, Facial Spritz. Together, MVMNT Agency and Alya Skin shared a goal to drive awareness around the product launch and ensure brand activity had long-lasting impacts across media and consumer relationships.
To amplify the product launch and increase the brands’ consumer presence, MVMNT orchestrated an exciting activation that offered passersby stunning branded beach umbrellas, beach chairs and Alya Skin goodie bags. The beach was brimming with pastel pink and the scent of watermelon. This out-of-the-box activation utilised experiential gifting strategies to encourage user-generated content (UGC) that exceeds the product itself and communicates brand personality. The activation location and set-up was thoughtfully curated to obtain the attention of bystanders and elevate the brands’ online presence, and generate press-worthy activity.
STRATEGY:
With the assistance of MVMNT Agency, Alya Skin’s “Spritz Beach Club” was successfully executed to generate attraction across social media, create news-worthy activity and build long-lasting consumer relationships.
MVMNT Agency set up portable beach chairs and branded beach umbrellas side-by-side. Clear branded beach bags filled with the Facial Spritz and other small gifts were placed on the beach chairs to enhance the gifting experience.
The umbrellas were placed in the middle of the beach, to entice people to take notice of the activation and discover the gift for themselves. The activation complimented the scenary of Coogee Beach, allowing people to capture Instagram-worthy content to boost the online presence of Alya Skin.
An onsite photographer and videographer ensured the activation was professionally captured, and high-res content could be reused across social media and traditional media news sources.
SERVICES PROVIDED:
PR Launch Strategy
Pitch Development
Media Outreach
Activation Ideation and Management
RESULTS:
The activation gained fast attraction as eager locals jumped at the opportunity to receive a one-off “Spritz Beach Club” gift. People were seen carrying Alya Skin products all over Coogee.
MVMNT Agency strategically planned every point of this activation to drive maximum results across all media forms and channels, ensuring Alya Skin and the Facial Spritz could obtain as much media coverage as possible
