Supporting the launch of the latest Soupline innovation

the brief

To accompany the launch of Brume de fraîcheur, the latest innovation from Soupline, France’s favourite fabric softener brand, with an off-the-shelf activation that encourages people to discover the product and test it.

Our recommendation

To install a new gesture in connection with the trend of scented sprays and to make “Mist of Freshness” a well-shared secret and a new fashion accessory. To do this, we proposed to Soupline to use the 21 Buttons platform, the fashionable social and commercial network specialised in fashion. A way to guarantee a high visibility among fashion addicts, who will be able to take care of their clothes while preserving the freshness.

For this activation, Soupline teamed up with 9 influencers who shared their secret by creating Instagram posts and stories and 21 Buttons. Their posts also encouraged the purchase of the product thanks to a redirection link to Amazon (sold out in 1 day).


The results

1,612,430 impressions on 21 Buttons
140,800 views on Instagram
5,039 clicks on Instagram links