TRESemmé: Taking The Girls Bathroom live at Boots.
TRESemmé wanted an influencer campaign that would send shoppers to its Lamellar Shine range at Boots, both in store and on boots.com. We brought The Girls Bathroom podcast to life inside Boots, with hosts Sophia Tuxford and Cinzia Zullo talking hair, shine and confidence in front of a live audience. When the announcement went live, tickets sold out in just four minutes.
Results at a glance
4 minutes for live show tickets to sell out.
2 Girls Bathroom hosts fronting the in-store experience.
2 platforms, TikTok and Instagram, carrying content from both hosts.
Shine on the shelf. Shoppers through the door.
TRESemmé's Lamellar Shine range was in Boots, and the brand wanted influencer activity that did more than collect views. It had to move people, online to boots.com and in person to a Boots Beauty experience. The challenge to us was to drive traffic to Lamellar Shine in Boots stores.
Increase footfall to the Boots Beauty in-store experience for TRESemmé Lamellar Shine.
Drive shoppers to buy TRESemmé products on boots.com.
Take the podcast out of the bathroom.
The Girls Bathroom is built on the kind of candid chat that feels like catching up with friends. So instead of a product read, we gave its listeners a live show to get tickets for, with Lamellar Shine part of the conversation.
01
The insights
People don't follow podcast hosts for product claims. They follow them for the conversation. Hair is one of the easiest things for friends to talk about, from the best look you've ever had to the one you'd rather forget. A live version of a show people already listen to turns a trip to Boots into an event, and puts the product in the middle of a chat that would have happened anyway.
02
The strategy
We built a live Girls Bathroom experience inside Boots, fronted by hosts Sophia Tuxford and Cinzia Zullo, with TRESemmé Lamellar Shine branding behind them and the range woven into what they talked about.
The live show
Sophia and Cinzia talked general haircare, their shiny girl era, and hair confidence and hair theory in front of a live audience, bringing Lamellar Shine into the conversation as they went.
The Q&A
An In The Girls Bathroom style Q&A followed, so the audience got a say. Questions covered favourite hair looks, biggest hair catastrophes, hair inspo and top three hair tips.
The hosts' own channels
Both hosts shared content on their TikTok and Instagram, building excitement around the products and the event with the people who already follow them.
Working with two hosts the audience already knew meant the event didn't need explaining. Fans knew what a live show with Sophia and Cinzia would feel like, and that showed in how quickly the tickets went.
Campfire services on this project
03
The impact
When the announcement went live, tickets for the event sold out in just four minutes. Both hosts posted across TikTok and Instagram, taking the excitement around Lamellar Shine and the event well beyond the people in the room. On the day, Sophia and Cinzia worked the range into an easy conversation about hair looks, catastrophes and confidence, with TRESemmé's Lamellar Shine branding behind them and a Boots audience listening in. For a brand that wanted shoppers through the door, a room that sold out in minutes says plenty.