The Body Shop launches ‘sleep deep experience’ in latest PR campaign from One Green Bean
This month, B-Corp certified cosmetics brand The Body Shop launched its ‘sleep deep experience’ to spearhead a new PR and social campaign for its wellness range, via Havas PR agency One Green Bean (OGB).
The campaign was built around results of The Body Shop’s State of Sleep survey, which surveyed a nationwide sample of 1072 Australians in partnership with YouGov. The findings revealed that one third (34%) of Aussies are only sleeping up to 6 hours in a typical night and more than one in four (28%) don’t have a consistent sleep routine, despite spending almost $5bn on sleep enhancements over the past two years.
The resulting Sleep Deep Experience, ideated and executed by OGB, was a unique stay available at Ovolo Woolloomooloo for four nights in August, featuring The Body Shop’s four-step sleep routine. The experience included a personalised one on one consultation with Australia’s leading sleep expert Olivia Arezzolo, a sleep-inducing sound-bath meditation by Sydney-based Field of Sound and a sleep-enhancing dinner designed in a partnership between Arezzolo and Ovolo’s chefs. The rooms were also optimised for sleep, with a lock box for electronics, blue light-free bulbs to block sleep-harming blue rays, and soft furnishings in calming blue hues.
As well as creating the experience, OGB was also responsible for all campaign PR activities, management of the influencer program and asset creation including photography and videography plus product placement and social strategy for The Body Shop’s wellness range.
The agency also promoted a ‘sleep deep’ consumer activation, which consisted of a partnership between The Body Shop and Ovolo that included a The Body Shop ‘sleep deep’ pack, T2 sleep tea and sleep tips available for stays at various Ovolo designer hotel locations in August.
Simone Gupta, CEO Havas PR Australia (One Green Bean, Red Havas, and Organic Pacific) said: “We pride ourselves on creating meaningful campaigns that drive real-world impact for our clients. When we received a brief from The Body Shop that asked us to inspire consumers to sleep better and wake stronger, we knew we had to think outside the box to change Australia’s unhealthy relationship with sleep. To do so we created the Sleep Deep Experience, an immersive customer experience that invited media and consumers to revamp their bedtime routine, getting them to re-examine their relationships with sleep, whilst also putting The Body Shop’s new sleep range front-and centre.”
Shannon Chrisp, APAC brand and activism director at The Body Shop said: “The European Sleep Centre has identified a link between a good quality night’s sleep and the benefits it has on our skin health. At The Body Shop, we know that prioritising your mind and body is a rebellious act of self care, and a body and mind in balance can take on the world. We’re excited to be working with Olivia and other experts to bring this immersive experience to life featuring our clinically proven Sleep range. The new Sleep Deep Experience is encouraging all Australians to think more about their sleep routine and take a moment for themselves.”
“At Ovolo we love giving our guests unique experiences which connect with them emotionally, and this is no different. We are excited to collaborate with The Body Shop to offer the Sleep Deep Experience and Wellness Package, two opportunities for guests to enhance their stay with us through wellness month,” Stephen Howard, group director of marketing at Ovolo Hotels added.
Credits
Client: The Body Shop
PR and Influencer agency: OGB
Media agency: Havas Media
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