H2O+ Discover Hydration

As an exclusive supplier to Marks & Spencer Beauty, H2O+ was keen to establish a successful working relationship with, arguably – one of the most respected retailers on the high street. Fizz was tasked with providing a team of beauty experts and creating a programme of in-store activity to ensure H2O+ maximised the return from its 3 week ‘Platinum’ promotion period.

Objectives:

• Create interest in the brand and educate M&S customers on the key features and benefits
• Demonstrate and actively sell the product
• Compliment and add value to existing in-store beauty team by connecting with customers in-line with the M&S brand ethos

Our solution

Fizz worked closely with H2O+ and M&S to suggest and conceptualise possible customer experiences that would deliver against the brief. Ultimately, we wanted to allow customers to ‘discover hydration’, taking them on a journey that established key brand messages, allowing them to experience the product first-hand via professional in-store demonstrations and drive sales with incentive mechanics and simple but relevant brand reminders.

With short lead times and a client based overseas with little UK in-house resource, the brief was one that required many of Fizz’s 360 degree capabilities:

• Staffing
• Creative concept creation and production
• Pre-campaign training event held in conjunction with H2O+ and M&S
• Point of sale design and build
• Design and print of supporting assets
• Production of branded clothing
• Campaign logistics
• Pre-campaign store liaison.

Delivery

Fizz created and delivered an experience that would take customers on a journey to “Discover Hydration” (the key brand benefit and message). In-store point-of-sale and campaign material allowed customers to quickly identify and understand the brand, the products and the importance of hydration. Fizz beauty experts delivered the “Moisture Rush Demo” demonstrating the unique and compelling product features to customers – allowing them to experience the immediate benefits for themselves. Finally, a strong promotional offer of a Free Gift with Purchase, coupled with a cleverly branded water bottle helped to drive sales and maximise brand recall once customers had left the store.

People

Key to the campaign was the exceptional quality, skill and experience of the Fizz beauty team. In the first pre-campaign phase, each was carefully profiled and matched against the needs of the brand and the exacting standards required to work in M&S – a retailer renowned for its quality of service. Once selected, a second phase of face-to-face interviews allowed the best candidates to be identified. Finally, Fizz delivered a detailed pre-campaign training day together with the client (and held at M&S training facilities in White City) to fully equip every member of the team with the information and skills needed to ensure the campaign was a huge success.

Results

100% coverage, zero complaints and over 250% uplift in sales – and lots of compliments!

“Fizz have been excellent, professional, thorough and efficient. The advantage of working with a 360 degree service company is massive for a brand such as ours with no base in the UK.”

SARAH HATCH, UK MANAGER at H2O+