The activation needed to resonate with Liberty's sophisticated clientele while attracting new, younger consumers who align with Violette Serrat's mood-boosting, artistic approach to beauty. The campaign had to honor the heritage of both Liberty (celebrating 150 years) and Violette_FR's French artistry, creating anticipation for what founder Violette Serrat described as her "pinch-me moment" and "dream come true."
Parisian Artistry Meets London Heritage
We deployed a strategic wild posting campaign across Soho and London's most beauty-centric neighborhoods to create unavoidable presence for Violette_FR's Liberty debut. This localized strategy was designed to drive foot traffic to the Carnaby Street entrance while establishing the brand as a key player in London's luxury beauty scene.
Neighborhood Dominance in Soho: We mapped pedestrian traffic patterns to ensure maximum visibility
Visual Poetry & Product Hero Moments: Creating elegant wild posting executions that showcased Violette's signature products
Strategic Pre-Launch Timing: The wild posting created organic discovery moments across Soho, generating social media buzz
Real-world
results
wild posting sites secured across Soho and surrounding fashion districts
impressions generated among London's beauty and lifestyle audiences
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Violette
Salomon
