• Social media posts with teaser content generally have a 50% higher engagement rate than regular promotional posts.

• Events that incorporate a teasing strategy in their marketing campaigns often report a 15-25% increase in attendance compared to similar events without such strategies. So, our ideas immediately sparked a social media teaser to hype up Mitchell’s followers about the launch.

• Interactions between celebrities and fans on social media can significantly influence fans' behaviour and establish stronger psychological relationships. This suggests that meet-and-greets, which offer even more direct interaction, could have a powerful effect on brand affinity.

• Fans are likely to share positive meet-and-greet experiences, as evidenced by the numerous stories shared online. This organic promotion can significantly boost brand awareness and positive associations. With Mitchell’s loyal fanbase, we knew we needed to include him wherever possible to drive brand loyalty and love amongst consumers.

With the launch, we wanted to capture the spirit of the Made by Mitchell brand, which is unapologetically authentic, inclusive and, most of all, fun. So, we went bold, beautiful, and with lots and lots of bubbles! 🫧

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• Targeted local activation: We focused on six high-footfall stores over six weekends, strategically selecting key local markets to maximise impact for this small-scale campaign. Including Mitchell’s hometown of Manchester (supported by his mum)!

• Social media amplification: To utilise Mitchell’s substantial social media following, he announced the launch to millions of followers online with playful teaser videos, hinting at something exciting arriving in Boots.  Mitchell was filmed on TikTok and Instagram, saying he would vandalise Boots’ iconic Beauty Store at Battersea!  This shock factor helped to amplify the event beyond the physical stores, engaging a broader online audience.

• Guerilla marketing: To tease the campaign, we delivered a colourful social stunt that made a splash (literally). Video footage captured graffiti artists in white hooded boiler suits (posing as Mitchell himself) plastering a huge Made by Mitchell logo mural across Boots Battersea store windows in bright, brand colours. This daring stunt generated significant local buzz and social media sharing pre-event, which drove footfall into Boots.

• Immersive in-store experience: In-store, our retro laundromat burst with goodies promoting the “Fresh for You” products. A giant washing machine overflowed with candy pink soap suds accompanied by Made by Mitchell washing powder and detergent, of course. It created a memorable, Instagram-worthy setting that drove foot traffic, encouraged product interaction and was the perfect background for the all-important photo op.

• Celebrity integration: Lucky visitors queued in their hundreds outside the store to meet Mitchell in person, snapping photos with him as he educated them on the efficacy and benefits of his brand, strengthening psychological connections with fans and his brand. They got to experience his legendary masterclass, sampling the eclectic range of vibrant beauty and skin products. These interactions were shared widely on social media, further amplifying the brand’s presence and generating organic buzz.

The campaign successfully amplified brand reach through a cohesive integration of marketing channels, resulting in increased foot traffic, social media engagement, and overall brand visibility. The campaign also spread a lot of joy to the Boots store staff – having this high-profile campaign with a social media megastar enhanced staff morale and heightened workplace enthusiasm.  This strategic approach demonstrated the power of amplification in driving significant brand success.  Within Boots, the launch was seen as a huge success, so much so that we have been asked to devise a similar strategy for another Instagram star to try and repeat the same sales, retailer footfall driver and brand impression success.

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