On September 30th, 2021, Kylie Cosmetics and Kylie Skin launched in Sweden via Kicks as the exclusive retailer. To create a buzz about the launch, Kylie Cosmetics and Kylie Skin, wished to celebrate it through a creative product send out exclusively distributed to selected influencers. The three identified key objectives were to introduce the brand and the products on the Swedish market, increase brand awareness and to drive sales to Kicks.
To build curiosity of the launch, the creative send out targeting 40 key influencers, started on September 28th with a teaser send out in form of a pink notecard with the text” The wait is soon over… Get ready! Launching September 30th!”. On September 29th, the main send out was distributed in the form of a big pink balloon that had to be popped with a needle to reveal the inside of it. The balloon contained bestselling products from Kylie Cosmetics and Kylie Skin that were placed on a bed of pink confetti. The receiver could also find premium pink chocolate pralines in the shape of lips, mini balloons in white and pink, a polaroid picture of Kylie and a notecard informing about the launch.
The send out generated a fantastic result with a total of 50 immediate clippings on social media. VASS immediately noticed a huge interest when the notecard was distributed, and several social media stories were published. Other influencers also reached out to VASS saying they were curious about the launch. The launch of Kylie Cosmetics and Kylie Skin was a big success when it comes to visibility and creating awareness of the launch, as well as driving sales to Kicks, as many stores sold out immediately.
TOTAL AMOUNT OF IMMEDIATE CLIPPINGS
NUMBER OF BALLOONS POPPED
NUMBER OF PRODUCTS DELIVERED