Elemis combines CGI with IRL for new marketing campaign
Following the opening of its first standalone store, Elemis has bolstered its marketing efforts in London with a new activation promoting its bestselling Cleansing Balm.
Creating an "unmissable brand moment", the campaign features a CGI social video of the viral cleanser "breaking through the concrete" on The Queen’s Walk in South Bank alongside a real-life replica in the same location, with samples on offer for passersby.
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Alongside the promotion of its Cleaning Balm, the activation celebrates the launch of the brand's first standalone store, located just moments away at No.23 Monmouth Street in Covent Garden.
Opened earlier this month, the new flagship promises to "immerse customers in the world of skin wellness" through interactive in-store features, from a product play table and sensorial scent experience to exclusive facial treatments, new product launches, and more.
Susan Harvey, General Manager of Elemis UK&I, said: "The opening of our first retail store is a huge moment for us at Elemis in our home market and we wanted to mark it by creating something truly remarkable and unexpected.
"Using London’s skyline as our backdrop, we intend to surprise and delight our loyal customers with an unmissable moment that we have never pulled off before. With this campaign on South Bank and our new store in the heart of Covent Garden, we are really putting Elemis on the map in London this summer."
The activation also builds on the success of Elemis' previous CGI campaign for its launch at Selfridges Birmingham and Manchester, which was its most-viewed post ever across its UK social channels.
It came after Elemis launched a new UK-focused TikTok account earlier this year to boost digital interactions with its community and drive brand awareness within the region through localised content.
Having already found success on TikTok through its US account, the UK team set out to target consumers on a more local level with both relatable and engaging content - similar to how the brand interacts with its community on Instagram via regional accounts.
With a local lens, the brand aims to tell more stories about the specific UK experience of the Elemis brand - from local campaigns and launches to sharing pop-ups, stores and consumer events, with this latest marketing initiative forming part of the strategy.
Read more about how Elemis is targeting UK consumers with its new localised TikTok strategy here.
