Hotcow campaign drives Body Shop perfume sales

Hotcow has been appointed by the Body Shop to stimulate engagement and sales around the release of Love Etc perfume around Valentine's Day.

The agency developed an interactive concept close to store, designed to entertain and reward customers and potential customers, especially the brand's target audience - women and young girls.

'Spritz, Pose, Click' gave people the opportunity to share a memory with a loved one and get a photo taken in Hotcow's 'Love Set' with the option of dress-up props including roses, hats, bows and arrows and a chalk board, where visitors could write a message to a loved one.

The agency also gave out free vials of the Love Etc fragrance.

The results of the campaign were as follows: footfall increased by 100 per cent; sales increased by between three and 23 per cent; total cost per awareness was GBP0.11; increased store traffic via leaflets to win a five-star trip to Venice; and amplified activity via shopping centres, websites and newsletters.

Hotcow claimed the campaign was successful because it brought the Body Shop brand to life in the minds of consumers and highlighted the relevance and fun of the product it was promoting.

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