Our campaign for Original Source brought to life all the fun, zest and energy that the brand’s shower gels epitomise – through a mega influencer partnership with clout that shook up sales and boosted brand salience.

Our mission was to bring Original Source front-of-mind with consumers – to drive salience.

We needed to develop creative communications concepts that brought to life the brand’s ‘Energy from Nature’ mantra in a culturally relevant way.

Talkability was key – we needed to ignite conversation and inspire excitement among the target audience.

strategy

Energising the nation was at the heart of the approach. We offered a boost to consumers with a memorable campaign that was full of vibrancy.

Using elements of fun and humour would also enable us to play to both the media and consumer appetite for lightness, against a news agenda overwhelmed by conflict and chaos.

We recruited celebrities of the moment, Radio 1 presenters Jamie Laing (known for his boundless energy!) and Sophie Habboo, to front a content series full of fun and energy.

The mega influencer approach would be supported by always-on, trend-led social media content and newsmaking tactics to further boost awareness and engagement – and support Above The Line activity.

execution

‘Nature Hits Different’ was the creative platform for all brand comms.

Two dynamic videos drove the activity to surprise and delight the Original Source social community.

The first saw Jamie pranking wife Sophie with the ultimate, cheeky morning wake-up call – as he ushers iconic brass band, Mr Wilson’s Second Liners, into their bedroom.

The video invited fans to nominate a friend in need of a morning boost for a chance to win a £10,000 holiday in nature – and a year’s supply of Original Source.

The content exploded immediately – driving 4.5 million views and 1.4 million engagements. The comments section was full of love, with people not only celebrating the brand but sharing heartfelt reasons for their nominations.

Our second high energy video followed the narrative, showing Jamie surprising the competition winner on her doorstep. A party ensues as he hands over holiday vouchers and a suitcase loaded with Original Source. Talk about a morning boost!

Hero content was reinforced by always-on social posting that echoed the playful and disruptive approach – showcasing NPD and reacting to viral trends.

And Smoking Gun’s PR team positioned Original Source as the authority on all things shower-related in the media, securing coverage around hacks for better mornings and the sleepiest cities.

results

Sales up 67%

Sales of a key SKU rose 67% YoY in retailer Tesco

Market penetration up 27%

– outperforming key competitors

Awareness up 21%

Spontaneous brand awareness rose by 21% YOY

Perception proof

Significant uplift in consumers agreeing that Original Source ‘is different from other show gels’ – testament to the disruptive campaign, and outperforming KPI

2.3 million engagements

across social channels – surpassing campaign KPIs

26 million video views

across social channels – surpassing campaign KPIs

13.5 million reach

across social channels – surpassing campaign KPIs

Making headlines

Media coverage hits including the MailOnline, LadBible, The Sun, Daily Star and Hits Radio

Our campaign for Original Source brought to life all the fun, zest and energy that the brand’s shower gels epitomise – through a mega influencer partnership with clout that shook up sales and boosted brand salience.

results

Sales up 67%

Market penetration up 27%

Awareness up 21%

Perception proof

2.3 million engagements

26 million video views

13.5 million reach

Making headlines

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