This initiative entails the execution of an activation campaign for the esteemed skincare brand, Proactiv, aimed at launching their groundbreaking 3-Step Clean Line while starting a conversation around mental health. The experiential pop-up designed for this occasion featured three distinct stations that aligned with the product line's essence. Commencing the immersive journey, attendees encountered an affirmations chalk wall, setting the tone for the experience. The second station introduced an interactive Photo Booth, fostering engagement and interaction with the brand. Culminating the 3-step journey, participants arrived at a product sampling wall, enriched with a self-love selfie mirror and branded takeaways, offering a tangible connection to the product line. Situated at the iconic Astor Place in New York City, the event strategically targeted Gen-Z and college-aged consumers who frequent the area. Throughout the day, the ambiance was further enhanced by man-on-the-street style interviews, expertly hosted by Dr. Jess Andrade, capturing social-first content. The outcome of this activation was not only introducing Proactiv's new 3-Step Clean Line, but also successfully fostering meaningful brand engagement and resonance within the target demographic.
