Beauty
Turning students into creators.
Beauty Bay wanted students to talk about its products across their social channels, but sending out boxes of cosmetics could not guarantee students would post.
The brand needed a campus experience that made content creation feel natural, desirable and worth joining in with.
Students don't just want free products. They want moments that feel socially valuable and give them something worth sharing.
By treating the activation as a creator experience rather than a sampling stand, Beauty Bay could turn product trial into visible peer-to-peer content.
Thousands of students across university campuses queued to be part of the experience.
The activation generated hundreds of organic TikTok and Reels posts from students, turning the product moment into a stream of social content and campus conversation.
Creative: Michael Cooper & Anthony Devlin