Bath & Body Works is a globally recognised personal care and home fragrance brand, and its Melbourne Central store launch needed genuine buzz in a competitive retail market. Terrier Agency built an influencer marketing campaign around the live opening event, inviting a curated group of beauty and lifestyle creators to experience the store first-hand.
Each creator was gifted vouchers to spend on products during their visit, ensuring authentic interaction with the range and content captured both in-store and at home. Across Instagram and TikTok the campaign put 199 creators live, generating 3.2 million impressions, 121K engagements at a 3.84% engagement rate, and 477 pieces of content shared to a combined following of 12.7 million.
The dual in-store and at-home content approach extended the campaign well beyond launch day, driving sustained awareness of the new Melbourne Central location.
