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