Create a buzz around new Bliss Spa openings in Atlanta and Arizona, targeting women 25-40 with high disposable income.
“You Be The Fudge” Bliss is famous for giving out a decadent brownie as an indulgence after one of their spa treatments. In an effort to co-create with our future customers, we picked three top bakeries in each market and had a contest to decide which bakery’s brownie would be the official brownie of that location. The core of the campaign was the BlissMobile—stocked with brownies and Bliss samples to make pores a little cleaner and skin a little softer, and a schedule busier than the Hiltons, this 1966 Volkswagen bus may have a few years on her, but her nightly dose of bliss sleeping peel serum keeps her looking young and vibrant. With lemon zest infusing the windows, eyelash adorned headlights, and her ever-so-clever witty banter,the blissmobile will turn heads all over Atlanta and Arizona.
We sampled thousands of brownies and drove traffic to the Bliss jump site, youbethefudge.com which was engaging enough to keep users glued to the site for an average of over three minutes each. In each market, the winning brownie was decided by the users.