Worldwide Partners Inc.

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Spread Love

Client

Body Shop

Location

United States

Agency

Odysseus Arms

Campaign Elements

Broadcast - Television
Integrated Creative Campaigns
Out of Home Advertising
Social Media

Project Overview

Relaunching of The Body Shop’s best-selling product, the original Body Butter. It’s an icon. The product that invented the entire category in ʼ92. One problem. Even though The Body Shop has been on the free trade, sustainable, body acceptance train since before B Corps were a thing, younger target audiences needed to be introduced to this vibrant brand. This product relaunch had to relaunch the whole brand.

Details

“Spread Love.” An explosion of inclusivity and recognition of Black TikTok creators. We partnered with genius music video director Alan Ferguson and TikTok creators Layla Muhammad, Tracy Joseph, Sunjai Williams, and Amari Smith to make this a choreographed, value-packed integrated campaign that celebrates all bodies. The campaign dropped in social feeds, Times Square, taxi toppers, and as a creator-led TikTok challenge.

1.4B media impressions. $12.9M in earned media. 329% increase in page visits. Big business results and cultural impact. Body Butter flew off shelves as millions spread love. On the recognition side, one month after the shoot, Layla won the first-ever VMA for best viral dance. Then two months after the shoot (and after amassing 6M followers), TikTok finally gave Tracy her blue checkmark.