Rituals

RITUALS STORE OPENING + GUERILLA MARKETING The Brief: Rituals was opening its third store in Jem and needed to drive hype and awareness for its store opening weekend. Our Approach: To maximise awareness, Rituals engaged in a trending guerrilla marketing technique, utilising roaming “Big Bagvertising” to provide directions to the new store. The larger-than-life paper bags and pamphlets were also readily available for consumers, invited guests and lifestyle key opinion leaders(KOLs) to create user-generated content for further social media awareness. In-store, consumers were treated to a relaxing and multi-sensory store experience focusing on Rituals’ nourishing key product ingredients. The in-store activation included a scent-focused challenge, Spin-The-Wheel, and complimentary refreshments based on the theme of wellness. Each activity provided a fun educational opportunity for the consumers to experience the wide range of products, and learn about their benefits. The launch also featured an exclusive hourly promotion, announced through a gong-sounding activity reminiscent of sound baths. The Results: The guerrilla and sensory approach was a hit, driving high traffic to the store, resulting in the doubling of Day 1 sales compared to previous store launches in centralised locations in Singapore.