Bubble Decker Bus


Challenge + Idea

Get students to understand Soap & Glory as a brand for them, bringing some all-important glam to campus.

Soap & Glory is a brand that celebrates fun, creativity and self expression – just like students! They wanted to show students how aligned they were in this sense, giving them a reason to engage with and adopt the brand.

We created the Bubble-Decker Bus tour – a 16 date journey around UK universities inviting students to join kick-ass dance classes, get airbrush glitter tattoos or win make-overs and braid sessions from on site ambassadors, The Glory Girls.

Each event was pre-promoted through a dedicated network of student “Glam-bassadors” with slots on the bus pre-booked via a specially built microsite. The top deck of the bus was reserved for VIP experiences which could be won via a social sharing competition mechanic.

Throughout the day, the Glory Girls handed out awesome giveaways from mini Soaperstuffs to oh-so-popular pink popcorn, spreading the love and bringing some PINK to those grey October days.


    Recruitment for the Glambassador role was designed with a viral voting mechanic.

    Our Bubble Decker tour was pre-promoted by our team of 25 student brand Glam-bassadors who created and shared cool social content to create brand fame, reaching over 1.1m students ahead of the tour.

    They helped pre-promote and pre-book on-site activities on line and IRL.

    We made the event intrinsically sharable through a social competition inviting students to enter to win a VIP experience and a series of on-site insta installations which students wanted to share!


    "Seed have successfully grown Soap & Glory brand awareness and engagement amongst the student population by creating a unique and memorable brand experience that has been excellently tailored to our brand. From a bright pink double-decker bus that toured 16 universities, to a highly engaging digital and on-the-ground student ambassador programme, over the last 2 years Seed have translated the fun and fabulousness of the Soap & Glory brand into an activation programme that appeals to the UK student population."

    Rhian Hawkins, Global Brand Marketing Soap & Glory