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.
Extending a Launch Event Past One Day
A store opening generates buzz for the day itself, then fades unless the content keeps working afterwards. The brief for Bath & Body Works’ Melbourne Central launch split deliberately in two: content captured live at the event, and content captured at home once each creator had taken their gifted products away, so the campaign kept publishing for longer than the opening itself lasted.
What the Melbourne Central Numbers Add Up To
199 creators, 3.2 million impressions and 121K engagements at a 3.84% engagement rate describe reach and reaction, not footfall through the new store. The 477 pieces of content shared across a combined following of 12.7 million is the more useful figure for a launch specifically: it shows the store’s opening reached far beyond the people who could physically attend on the day, across both Instagram and TikTok.
