Situation
In an effort to engage directly with younger audiences, LUSH wanted to bring their brand into a new world in the gaming space. Their goal was to partner with a brand that allowed them to stay true to their brand while developing their first gaming experience.
Opportunity
After initial analysis, we saw the exciting opportunity that sat between the two brands, both of these had exciting colors, playful branding, and a dedication to helping people relax and unwind. When we set out to create a campaign narrative, we wanted to create something that embraced this natural overlap.
CONCEPT
Diving deeper into Minecraft’s player base we saw a trend towards players who use the popular game to escape the stresses of every day life and immersive themselves in the game. We targeted that group as an overlap for the LUSH partnership and developed a narrative. Craft Your Calm is all about creating an experience that allows people to unwind and relax.
CRAFT YOUR CALM
Digital experience
Leveraging new technology to the Minecraft platform, we developed a way to extend this campaign concept into the game.
CAMPAIGN CONTENT
We worked with teams to develop compelling creative that drove awareness to this partnership and tapped new audiences for the Minecraft franchise.
Takeover
This partnership went live on global channels across in-store, social, an in-person event in London, and all of the available Minecraft channels.
Digital experience
LUSH BATH BOMBS IN THE DIGITAL WORLD
We partnered with LUSH to select a line of their favorite IRL bathbombs that we extended into the Minecraft game. Players were given new recipes, ingredients, and in-game characters all aimed at helping them craft their calm in-game.
Breaking the Mold
This partnership not only utilized the new Add On technology for the first time in partnership history, it also was the first consumer products partnership to extend the campaign concept across the digital experience.
Campaign Content
We continued the extension of this narrative across all platforms including developing a video in partnership with Broken Doll which was played across global LUSH stores.
takeover at westfield mall in london, uk
The good stuff
Record breaking marketplace downloads
Great community response
Even better product sales
Partnership reup