In July 2019, cult Canadian haircare brand CAKE appointed Catalyst as its UK PR and social agency for its range of totally-to-die-for vegan products which smell just like CAKE and launching for the time to the market, exclusively to Boots.
Our first task, the UK launch and the way we chose to introduce this sweet treat was through a variety of activities across two days.
Location The Ned, London, where CAKE founder Heather Reier had one-to-one breakfast appointments with top media titles including the editor of Top Santé and industry publications.
The afternoon, we went to the new Covent Garden Boots concept store for CAKE’s instore activation. Taking over a space located on the ground beauty floor, a branded sweet cart was arranged, offering vegan pic n mix and cupcakes and products displayed to be tested and purchased. A hair stylist was also on hand for shoppers to try the products and goodie bags were given out for each CAKE purchase in-store. All captured by our videographer for us to repurpose in our postevent activity.
Through this activation we not only targeted the Boots consumer, we also hit the social media world working with the fabulous British beauty influencer @Eltoria_ who did an Instagram takeover on the @cakebeauty. uk page, attended the event participating in styling tutorials and created lots of social content. Beauty influencer @rei.lilith also visited CAKE in-store, and posted to her 144K followers and even purchased The ‘Do Gooder.
Day 1 complete, we not only had a very happy client, Heather could literally hear the tills ring. We also had delighted Boots buyers who we were able to present sales figures to the following day.
July – December 2019 we have achieved a reach of:
Print and e-zines – over 5.5 million
Influencer – over 6.9 million
Social – organically grown social pages from:
0 – 2.8k
0 – 3.7k
The CAKE takeover at Hearst publishing house’s – The Nest. The branded cart was restocked with vegan treats. Products were showcased and throughout the day Cosmopolitan, Red and Good Housekeeping to name a few popped in to meet Heather and have their hair done CAKE style.
CAKE was put directly in front of key press and its social media teams.