Taking Impulse to the Streets

This summer, we took to the streets with Impulse to film a Vox Pops social series featuring talent Rosie McClelland.

As part of the launch of the new Signature Collection, we wanted to create some organic content of our audience sampling the new mists and giving their honest reactions. We decided to run some Vox Pops activity to align with current trends on TikTok and appeal to the Gen-Z audience we were aiming to reach. We selected a videographer who had experience with filming social first content on iPhone so we could be dynamic with the environments we shot in and create a range of videos. We selected the Taylor Swift concert at Wembley as a great location for reaching a high percentage of our target audience, providing a fun and playful backdrop for the content. Working with Rosie McClelland (who co-created one of the mists in the collection) drove high engagement from girls at the Taylor Swift concert and encouraged participation in the street interviews.

We captured some great content that showed people talking positively about the new fragrances. People mostly commented on the affordability and the maturity of the scents, aligning with the core messaging for the Signature Campaign. Everyone that took part in the Vox Pops was gifted an Impulse goody bag with a scent from the new collection and some Impulse branded merch.

The videos ran on organic and paid channels, garnering high engagement from a wide audience.