The Ordinary did something extraordinary on the River Thames
The Ordinary did something extraordinary on the River Thames. lol
They wanted to do something bold to get people excited about their new and improved skincare product. They chose the River Thames because it's famous and goes past important places like The Shard and Tower Bridge.
They made a giant bottle to float down the river. It was a big event and they also made a cool computer animation campaign. They did this in different cities around the world like London, Paris, New York, Copenhagen, Canada, and Australia. They even teamed up with the famous store Harrods.
They started making the giant bottle in November 2023. It was made mostly from recyclable stuff, and the boat that pulled it made less pollution than usual boats.
The event in London was a surprise for people. The boat with the giant bottle started from the Royal Docks and went through Tower Bridge. It was a way to celebrate the comeback of their famous product, Hyaluronic Acid 2% + B5. They improved it based on what customers said. Now it's even better for your skin, giving it a healthy glow and keeping it moist and soft.
This campaign by The Ordinary was great because it effectively combined creativity, engagement, and product promotion in a memorable way. Here are some key learnings we can derive from it:
Creativity and Boldness: The decision to parade a giant bottle on the River Thames was daring and attention-grabbing. It showcased creativity in marketing and demonstrated The Ordinary's willingness to take risks to stand out in a crowded market.
Engagement and Brand Positioning: By choosing iconic locations like the River Thames and landmarks such as Tower Bridge, the campaign engaged both locals and tourists. It positioned The Ordinary as a leader in ingredients-based skincare and created buzz around their product relaunch.
Customer-Centric Approach: The campaign showed that The Ordinary listens to customer feedback and values their opinions. By improving their product based on customer testimonials, they strengthened their connection with their audience and built trust in their brand.
Multi-Channel Marketing: The campaign utilised both physical and digital channels, from the physical event on the River Thames to the global CGI campaign and partnership with Harrods. This multi-channel approach ensured widespread visibility and reach.
Environmental Consideration: Incorporating recyclable materials and reducing emissions from the barge demonstrated The Ordinary's commitment to environmental sustainability. This aligns with growing consumer preferences for eco-friendly brands.
This campaign successfully generated excitement, increased brand visibility, and strengthened customer relationships. The learnings from this campaign emphasise the importance of creativity, engagement, customer-centricity, and sustainability in modern marketing strategies.
