Related cases
Olivia Garden launched Olivia Garden Club as a completely new consumer-facing brand aimed at Gen Z. The challenge was to translate the brand into a strong cultural moment and transform functional hair tools into desirable lifestyle objects, while turning the launch into a standout, social-first event that would generate hype, content, and cultural relevance. The experience needed to feel bold, playful, edgy, and highly social, creating a clear and distinctive world for a new generation of consumers and turning a product launch into an immersive experience.
We activated a layered launch approach combining seeding, community and an immersive event.
One month before the launch event, creators received an exclusive seeding box with the 3 brushes, an invite to join the club, and a symbolic key to build anticipation and exclusivity.
In the week of the event, we activated a WhatsApp community to further tease the experience and share a curated Antwerp city guide with hotspots around the venue, turning the city into part of the activation.
The launch event itself took place at Hotel Flora in the city center of Antwerp, transformed into the Olivia Garden Club House, a fully immersive Gen Z beauty world. Key activations included a Get Ready Room with blowouts, a brush personalisation station, hair gems styling, a piercing corner, a DJ booth, a fortune teller experience and a cocktail garden. Everything was designed as a social-first experience where guests could discover, play and create content naturally.
Alongside the market entry launch event, we successfully launched the brand’s Instagram and TikTok channels, handling the entire process from concept creation and content production to day-to-day social media management.
The launch successfully established Olivia Garden Club as a new Gen Z hair brush brand with a clear identity and strong visual universe.
The seeding and WhatsApp community built strong anticipation and kept people engaged in the lead-up to the event.
The launch event then generated a high amount of organic social content, with guests actively sharing and posting from every activation. This resulted in strong visibility among Gen Z audiences, high creator engagement, and an active community that continued to talk about the brand beyond the event.
Related cases
