Dishing out a beauty experience for Benefit in partnership with Deliveroo
Dishing out a beauty experience for Benefit in partnership with Deliveroo
We partnered with Deliveroo to help launch the new Boi-ing Cakeless Concealer for Benefit
The Challenge
Benefit asked us to launch their new Boi-ing Cakeless Concealer to the press, the public and to beauty influencers. They wanted an unusual idea that could reach a large audience with minimum investment, crucially the activity had to communicate the products unique “Cakeless” properties.
The Approach
Inspired by the products strapline “Eat Cake, Don’t Wear It” along with the limited budget available we approached Deliveroo with the idea of creating a unique partnership with Benefit.
For one day only beauty aficionados (and cake lovers) could order bespoke “cakes & concealer” via the Delvieroo app.
Each delivery was accompanied by a Benefit Beautician
armed with Boi-ing Concealer to carry out a personal colour match using the new product.
The partnership with Deliveroo opened up their national network - allowing us to activate across London, Manchester and Glasgow.
The consumer facing deliveries were preceded by a series of retailer, influencer & media visits to outlets such as Vogue, Asos, Debenhams & Hello - ensuring the initiative was heavily promoted across a number of channels ahead of the public launch.
The Results
414 Cake deliveries
9 Retailer visits
8 Media House visits
537,902 Press Circulation
‘“Benefit asked Set Creative to launch our new Boi-ing Cakeless Concealer. We were so impressed with their innovative response to the brief and really excited to work with Deliveroo on a unique collaboration for their first-ever beauty partnership.”
Liz Beardsell, Senior Events Manager