Glossier and Store Made an Unique, Shoppable Treasure Hunt
Ten-year-old millennial magnificence and skincare model Glossier is launching a brand new product subsequent week that it hopes will generate plenty of buzz. However earlier than the brand new eyebrow product hits Glossier’s ecommerce web site, it’s out there completely to followers in New York, Los Angeles and Chicago who discover shoppable posters earlier than Monday.
The treasure hunt-like stunt is a part of a collaboration with Store, Shopify’s commerce app. Anna Decilveo, head of merchandising and model partnerships at Store, described the partnership as a “first-of-its-kind” program for Shopify.
When followers discover the posters and scan a QR code, they’ll be directed to Glossier’s retailer throughout the Store app the place they will order the brand new product, known as Boy Forehead Arch, from Aug. 2 to five, so long as they’re inside a type of three cities. The marketing campaign makes use of Store’s geo-gated location tech in order that anybody who scans the QR code outdoors these areas received’t have entry to the brand new product till its wider launch on Glossier.com on Aug. 6.
The activation is a part of a broader business development towards shoppable advertisements, which permit folks to extra seamlessly transfer from seeing an advert to purchasing merchandise.
“Our aim with this marketing campaign was to be disruptive, discover a contemporary solution to carry a brand new forehead product to the market, and generate engagement inside our neighborhood,” stated Glossier CMO Kleo Mack.
Glossier will measure the success of the marketing campaign from impressions, social shares, earned media and whole gross sales originating with the QR code, she stated. The corporate expects to generate greater than 100 million impressions in the course of the activation.
Glossier has used Shopify as its ecommerce platform since 2022. It’s additionally been utilizing Store Marketing campaign, a software throughout the Store app that permits manufacturers to create advertisements and provides to lure new prospects, since earlier this yr.
Boy Forehead Arch is just like Glossier’s common Boy Forehead product, an eyebrow pomade that’s considered one of its unique and best-selling merchandise, defined Mack. Not like the unique Boy Forehead, it has a customized applicator tip that permits for 2 totally different software methods that goal to fill in and outline brows concurrently.
For Shopify, the shoppable posters attempt to “minimize by the noise and join with [Glossier’s] viewers in distinctive and new ways in which hopefully followers discover as rewarding,” stated Store’s Decilveo. “[It’s] bringing one of the best offline and on-line collectively.”
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