BABE wanted to drive brand love with core consumers, and drive brand awareness with new audiences by tackling the trash fire of 2020.
INSIGHT:
As a brand that was born and raised on social media, BABE Wine is constantly engaging in what gets our followers talking. But in March of 2020, the conversation drastically changed. With non-essential businesses closed and stay-at-home orders in place, people were stuck inside without their go-to self-care routines to stay sane.
It didn’t take long for everyone’s nails to fall apart. Everywhere we looked, our fans were posting their horrible quarantine nails.
STRATEGY:
As a brand dedicated to making our consumers feel seen, we had to step in and help them with their trash nails. While other brands were *talking* about missing normal life, BABE decided to actually do something about it and give people two things they desperately needed: a manicure...and wine.
In just 2 weeks, we designed and built the world’s first-ever socially-distanced, COVID-safe, Mobile Manicure Truck. We then took to the streets of Brooklyn to give New Yorkers free manicures *AND* wine.
Even with ZERO advertising, word quickly spread, and people lined up around the block. Socially-distanced, of course.
25, 000, 000 EARNED IMPRESSIONS
People on social were begging us to visit their city and share the truck’s next location. With over 25 million earned impressions, the demand was high for socially-distanced manicures and wine.
So we decided to convert our handmade mani-trailer into a mani-van, and took it on a nationwide tour – treating thousands more people across the country to some COVID-safe self-care and wine.
Because when everything else is falling apart, the least BABE could do was get people’s nails together.
