ABOUT

Insight
Research showed that when women have smooth and beautiful skin they feel more confident and are much more adventurous. So our idea was simple, create a hub on Facebook where the Wilkinson Sword and Hawaiian Tropic brands can help women to be ready for anything, freeing them to be spontaneous and get the most from the moment.

Proposition
"Be Spontaneous"
Great looking and feeling skin delivers the inner confidence to be spontaneous whenever the urge takes you. We’re on a mission to help everyone celebrate their individuality and get the most out of the moment, get out there.

Results
The audience were engaged with relevant information and spontaneous challenges throughout the campaign through: competition tabs; Virgin Experience on-pack promotion; "Turn the Sport Off" promotional video; VOD Spots; Facebook advertising and sponsored stories; Advertorials with Bauer in More, Closer and Heat; Brand ambassador editorial tabs; Body language and behavioural expert Judi James.

61,000+ total fans (as of September 2012)
92.2% female
54.7% aged 18-34
A peak of 28,117 monthly active users
Posts viewed 1,307,324 times
2,949 lifetime installed users of app
10,686 entries via the Virgin Win promotion to date