Challenge
To launch their Mother’s Day collaboration with Vera Bradley, Bath & Body Works needed a strategy that would cut through the noise of a crowded holiday market. The objective was threefold: boost brand awareness via a high-visibility physical experience, deeply engage the local community through meaningful interactions, and generate viral buzz to extend the campaign's reach far beyond the initial footprint.
Solution
Bath & BodyWorks rolled into NYC for a 3-day activation across the city – from Grand Central to Union Square to Columbus Circle. To celebrate a collaboration with Vera Bradley in time for Mother’s Day, early guests received $200 valued tote bags and products! Thousands of additional guests were treated to new products, flowers, and peach lemonade.
Performance was measured by LiveGauge, which uses onsite sensors to track mobile device movement and report key KPIs such as impressions, engagements, dwell time, and engagement rates.
