New Zealand Launch
DARKHORSE launched coveted international beauty giant, Sephora into the New Zealand market for all eagerly-awaiting beauty fans to enjoy.
SEPHORA launched into the New Zealand market and engaged DARKHORSE, after a competitive pitch process, to support their arrival with strong pre-launch and launch activity. The proposed campaign activity needed to span digital, communications, media and activations.
DARKHORSE developed an integrated strategy for the launch including a data capture microsite, communications campaign, OOH advertising, a custom-built beauty bus that travelled the length of New Zealand, an in-store VIP launch event and store opening. All activity focused around a two month period, with the majority of activity taking place pre-opening to build hype for the store launch.
WHY WE LOVE IT
Using a multi-channel approach allowed us to acquire new, highly-engaged audiences and reach significant scale. Through the digital campaign and travelling beauty bus, we engaged the whole of New Zealand (a key deliverable despite SEPHORA only opening in Auckland). The overall campaign captured the attention of New Zealand’s largest media publications and beauty lovers alike, resulting in live coverage on opening day, and a queue extending more than 1km to access the store.