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.

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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