THE ENCHANTING Emerald City
To launch Tree Hut’s new Gemstone Glow Collection, we joined forces with BUOY.STUDIO to create a whimsical, bubble-popping AR adventure. By bringing to life the magic of self-care, The Enchanting Emerald City garnered 200,000 players within its first week.
Leveraging The Wizard of Oz’s new public domain status, we created a gamified, modern depiction of the world, while nodding to the collection’s key features and skin-loving benefits.
Tapping into the buzz around the Wicked movie release, I wrote targeted Spotify ads that met listeners as they were jamming to Ariana Grande or the Wicked Broadway soundtrack.
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spotify promotion
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glowing rewards
We rewarded the top scorers from each week with custom PR boxes featuring the complete scent collection and a gift card to Tree Hut retailers.
Box Message:
You followed the road to glowing gifts, now its time to lather on the luxury! This set of magical green potions and lotions is perfect for the most precious of gems. Inside you’ll find our oh-so-popular collection of Enchanting Emerald goodies:
Foaming Shower Gel
Shea Sugar Scrub
Whipped Body Butter
If you’re inspired by our bubbling benefits, tag us @treehut to share your stunning transformation!
CREDITS:
BAKERY AGENCY
AR ANIMATION: BUOY.STUDIO
CD: Kerrie Heckel
AD/DESIGN: Frida Garcia-Berriochoa
CW: Liz Roper