iD partnered with leading intimate skin care brand femfresh, to create a bold and light-hearted experiential campaign at major shopping centres; empowering women to love their bodies and be proud of their ‘bits and pieces’. The campaign toured Westfield Stratford and Manchester's Arndale Centre across 6 live activity days.
How it worked
The experience featured a giant ‘Bits and Pieces’ GIF studio, inviting women to become live mannequins and show off the ‘bits’ they love most about themselves, along with some of their favourite pieces from their shopping sprees.
- A team of Brand Ambassadors guided consumers through the experience, explaining exactly how it worked: hang up your favourite items from your shopping spree on the wall; put your face, your arms, your legs and whatever bits you like through the holes in the screen; make some shapes, pull some faces then share your moving image.
- Customers received their GIF directly to their mobiles along with a femfresh sample and money off coupon to use in-store.
- Over 33,400 femfresh samples were distributed and over 750 'GIFs' shared online