Client: Unilever
Brand: Simple
Senior brand manager: Eduardo Briola (Unilever)
Agency: TMW Unlimited
Creative director: Jeff Bowerman
Art director: Dale James
Copywriter: Lisa Morris
Senior campaign manager – Lucy Burt
Senior Planner: Jen Cownie
Synopsis:
UNILEVER ENLISTS INFLUENCERS TO PROMOTE SIMPLE WATER BOOST RANGE
Unilever is working with a variety of influencers to promote the launch of Simple’s biggest innovation in years – the Water Boost range – in a campaign created by TMW Unlimited.
The Simple Water Boost range is designed to combat dehydration: a condition in which skin doesn’t contain enough water, usually as a result of lifestyle or environmental triggers. It’s extremely common but usually isn’t recognised, with most people who experience the symptoms just attributing them to having dry skin. Knowing this, Simple and TMW Unlimited decided to take the products outside the usual sphere of beauty and bathroom mirrors, and instead work with influencers whose passion points were likely to make their skin dehydrated. Their experiences not only help people recognise the symptoms of dehydrated skin, but also demonstrate the instant hydration the Water Boost range delivers.
TMW Unlimited has worked with the influencers – who include Mollie Bylett, Zoe DJ London and Tally Rye – to co-create content that can live on their own social channels, such as YouTube and Instagram, as well as can be edited into promoted content for use in video seeding and social. The campaign breaks on 5 September and will run for nine weeks. Media buying is through Mindshare.