OLE HENRIKSEN
PEACH GLAZE LAUNCH CAMPAIGN
THE BRIEF
TMC was tasked with driving virality and attracting younger consumers to Ole Henriksen through an approachable, sensorial-first peach campaign that engaged influencers and consumers across multiple touchpoints. The campaign aimed to position the brand in the cultural zeitgeist through strategic partnerships and multi-city activations, while delivering a refreshing experience for loyal users.
THE SOLUTION
TMC brought Ole Henriksen’s Peach Glaze collection to life through a multi-city series of immersive Pilates events at Peaches Pilates studios, designed to engage the Gen Z beauty and fashion community and generate social buzz. Each activation in Melbourne, Gold Coast and Sydney, blended fitness, branded experiences, and peach-inspired touch points, from custom activewear and smoothies to full product gifting, ensuring every detail reflected the playful campaign aesthetic. To extend reach beyond event attendees, TMC created and sent a Peach Glaze mailer to 100 key influencers and media post-launch, sustaining hype and buzz around the collection.
THE SOLUTION
TMC brought Ole Henriksen’s Peach Glaze collection to life through a multi-city series of immersive Pilates events at Peaches Pilates studios, designed to engage the Gen Z beauty and fashion community and generate social buzz. Each activation in Melbourne, Gold Coast and Sydney, blended fitness, branded experiences, and peach-inspired touch points, from custom activewear and smoothies to full product gifting, ensuring every detail reflected the playful campaign aesthetic. To extend reach beyond event attendees, TMC created and sent a Peach Glaze mailer to 100 key influencers and media post-launch, sustaining hype and buzz around the collection.
THE RESULTS
The event delivered outstanding ROI, with 47 attendees generating 201 pieces of social coverage. This resulted in a combined social reach of over 75.2 million across Instagram and TikTok, and a total earned media value (EMV) of $3.99 million.
In addition, the mailer campaign achieved a total social reach of 8 million, contributing an additional EMV of $220,000.
