Story

Soap & Glory is a brand built on fun, creativity and self-expression. Students are too. The challenge was making sure students actually knew it, and giving them a reason to engage with the brand beyond the shelf.

Action

We took a fully branded pink Bubble-Decker Bus on a 16-date tour of UK universities. On board: Dance classes, airbrush glitter tattoos, makeovers and braid sessions from the Glory Girls, and a VIP top deck reserved for winners of a social sharing competition.

A team of 25 student Glambassadors pre-promoted the tour across campuses, reaching over 1.1 million students before the bus had even arrived. Every element was designed to be shared, from on-site installations to pink popcorn giveaways that brought some much needed colour to grey October days.

"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