Challenge
To promote Häagen-Dazs Minicups by creating the ultimate girl’s night in.
Solution
A central London gallery was converted into a luxurious boudoir for three weeks. The space featured a designer wardrobe, private bar, make-up, games and as many Minicups as guests could eat.
Visitors booked two hour sessions online, choosing entertainment from a personal stylist, shoe party, DJ lessons, food tasting and life drawing classes.
Celebrities Cat Deely, Matthew Williamson and Grace Woodward each hosted a VIP party for competition winners. Celebrities and PR managed by Beige London PR.
Results
Facebook applications: | 1,000+ |
Successful guests / Turnout | 400 / 100% |
PR reach: | 55million |
PR value: | £2.85million |