Sanctuary Spa: #LetGo, 2

Credits & Description:

Brand: Sanctuary Spa
Agency: Southpaw
Country: United Kingdom
Sanctuary was originally established as a brand with the sole purpose of ‘Making Women Feel Wonderful’. In research, however, we discovered that Millions of UK women feel as though they’re about to burnout, blaming brands and media for putting too much pressure on them. So we directly challenged the increasing trend of 'femvertising' with a counter message: that success is not defined by busyness, by leaning-in and being a superwoman, it’s in stepping back, appreciating the moment and letting go.
The campaign ran across UK digital media for one month with a focus on Facebook & YouTube, as well as a strong PR and blogger outreach program. Within days the campaign went viral both locally and internationally, quickly reaching over 10million views. More importantly, however, we saw an unprecedented outpouring of emotion across social channels, from peer-to-peer support to the likes of Richard Branson tweeting his approval for the campaign.