Unilever gave us the challenge to promote their female body spray brand, Impulse, to their core target audience of 18-24 year old women. Impulse wanted to promote their key brand message of ‘Live life on Impulse,’ with credibility, relevance and scale, as well as drive awareness of their partnership with the pop music prodigy Charli XCX and the limited edition new Charli XCX Impulse products.
68% of The Debrief’s audience are 15-24 and 99% are female – they are creative, metropolitan, hyper-connected female millenials, young women who are mobile-first and who demand relevant, smart content fast. The Debrief is a lifestyle brand that matches Impulse’s target audience. Our research into the Debrief audience revealed that the reader is ‘more receptive’ to native advertising, as long as it credible, authentic and adds value to their experiences. Impulse’s insight told us that ‘Live Life on Impulse’ is about making the most of ‘in the moment’ opportunities, of embracing spontaneity that gives you the chance to do something exciting and a little different. Therefore to make Impulse as relevant as possible to our audience, our aim was to produce native editorial content which would generate virality and brand exposure, and create a natural uninterrupted experience.
Our idea was to empower women everywhere to act on impulse and do something slightly different and daring every day - to live life on Impulse! Stop talking, Start Doing! Its about the little everyday acts of spontaneity that will make life more exciting. With a solus email, comprehensive native package and creative microsite competition, all housed within a central Impulse hub, we aimed to bring ‘Live Life on Impulse’ to life in an informative and engaging way.
Video run of site and native content drove our audience to a socially led campaign destination, housing the stories and Charli XCX content alongside a competition to win spontaneous prizes, based on users impulsive entries via social channels. #LiveLifeonImpulse. The native content aimed to bust the myth that acting on impulse is reckless, with a collection of stories encouraging readers to try new things. They included ditching your mobile phone for a whole Saturday and still having fun!; quick ways to spoil yourself without spending money; through to asking that dream guy out for a date! Each story was about that moment of Impulse, and they directed readers to the micro-site, detailing the competition and amplifying activity. The solus email aimed to create a buzz around Charli XCX and how she lives her life on impulse, as well as drive traffic to her Impulse video content and to the competition.
"The Debrief were the perfect partner, the site tone matched brilliantly with that of the brand, and the native content produced communicated this in a playful and informative way"
Impressions. This was nearly 12,000 more impressions than we expected.
The dwell time of 3.22
on average per piece is around 1 min 30s more than our current average dwell time