ELLA BACHE  

PROJECT FOCUS: B2C, BEAUTY, BRAND ACTIVATION

Large sculpture of a reclining woman made from peaches, with a sign reading "Skin good enough to eat" by Ella Baché, in a park setting. A person is taking a photo of the sculpture.

Bringing A Positioning of ‘Skin Good Enough to Eat’ to Life Through Brand Activation

Ella Baché, a premium Australian skincare brand, was evolving to attract a younger, savvier audience. While competitors focused on ingredients, Ella Baché stood apart with ‘Skin Good Enough to Eat’—an emotionally-led, sensory-first approach to skincare.

Bringing that positioning to life to increase brand awareness beyond traditional ads was the challenge. So we created a multi-channel activation that made it tangible. I spearheaded the project—coordinating cross-functional teams to produce the Peach Woman sculpture, magazine ads, microsite, and viral content. I managed timelines, budgets, and the go-to-market strategy to ensure a high-impact campaign on a modest scale.

"Activation Flow" diagram showing four steps: Attract (drive awareness), Engage (connect via experience), Convert (push to retail), Amplify (gain media reach).
Marketing strategy slide outlining goals and KPIs for a brand activation aimed at boosting Ella Baché's connection with a younger audience. Includes objectives like visibility, product trial, impact extension, and metrics such as traffic, conversion,
An image titled "Brand Activation: Meet Ella" features a sculpture of a woman made from thousands of peaches. The text highlights that the sculpture, named "Peach Woman," is 5 meters tall, weighs 2 tons, and uses 24,000 real peaches. It promotes Ella
Skin care products including botanical oil, cleansing oil, body cream, and balancing lotion from Ella Baché with descriptive text on a peach background.
"Brand Platform" presentation slide for Ella Baché skincare, featuring brand promise "Skin Good Enough to Eat," brand tone emphasizing sensory, premium, and natural qualities, and two creative advertisements with humans integrated into playful imager
An infographic titled 'GTM Tactics' showing four sections: Attract, Engage, Convert, and Amplify. Each section lists marketing strategies such as social media support, EDM campaigns, product sampling, lead capture, and media outreach to drive awarene
A marketing strategy diagram titled 'Channel Mix' for Ella Baché. It includes a circular diagram with segments labeled as Sampling, PR, In Store POS, Internal Comms, Email Marketing, Web: Microsite + Main Site Takeover, Influencer Partnerships, and P
A project timeline with high-level milestones for four months. Month 1 involves "Buy In & Approvals" and "Sculpture Production." Month 2 continues "Sculpture Production" and starts "Asset Creation." Month 3 includes "Pre Engage" and "Activation." Mon
Presentation slide titled 'Location & Logistics' featuring images of Sydney Harbour with the Opera House, a city park with buildings, a detailed map, and a pricing table for various venue and event-related services.

The Activation

The Peach Woman sculpture, named “Ella,” was created out of 24,000 custom-made peaches. More than just a visual centerpiece, it was an emotional experience—a striking embodiment of Ella Baché’s ‘Skin Good Enough to Eat’ positioning. We collaborated with Australian actress Jolene Anderson as the brand representative. She was not only the muse for peach lady but spokeswoman for the campaign. To maximize brand visibility Ella was positioned in one of Sydney’s busiest locations during Sydney festival, the sculpture drew thousands of people daily, sparking conversations about the brand.

Sampling and Conversion Tactics

To deepen engagement and create a tangible connection to the product, we launched an experiential sampling program alongside the installation. Festival-goers were invited to experience Ella Baché’s premium skincare firsthand, with trained brand ambassadors offering mini skin consultations and personalized product samples.

To drive seamless conversion, in-store promotions and salon events extended the activation beyond the festival, turning engagement into real-world purchases and long-term brand adoption.

Multi-Channel Integration

The campaign extended beyond the physical installation, ensuring a continuous and immersive experience across multiple channels:

  • Microsite & Digital Activation: Hosted a competition to drive online participation and extend engagement beyond the event.

  • Social Media: Created a shareable content piece that amplified reach across social media and digital platforms.

  • Print Advertising: Reinforced the sensory-driven message in premium publications to reach high-value audiences.

  • Retail & Salon Tie-Ins: In-store promotions and salon events connected brand awareness to product trial and conversion.

Amplification
Strategy

To maximize reach and earned media impact, a layered promotional approach was followed:

  • PR & Media Outreach: Secured coverage in major beauty and lifestyle publications to elevate brand authority.

  • Influencer & Community-Led Engagement: Partnered with key beauty influencers to organically showcase the activation and spark conversations.

  • UGC & Social Buzz: Encouraged festival-goers to capture and share their experience with a branded hashtag, turning attendees into brand advocates.

  • Performance Marketing Support: Leveraged targeted digital ads to retarget engaged audiences and drive further conversions.

Sculpture of a human figure made from numerous red and yellow apples, surrounded by modern buildings in an urban park setting.
Sculpture of a reclining female figure made from apples on display in a park.
Sculpture of a reclining figure made of apples with city buildings in the background.

Results

Brand Awareness

Earned Media

Industry Recognition

Sales Impact

Over 300,000 people (60% of festival traffic) experienced Ella during her 10-day installation.

$600,000 in media value (40% of annual media budget) elevating Ella Baché’s profile nationwide.

Bronze, Ambient Marketing, Caples Awards

50% increase in salon treatments during the month of the activation compared to prev. year.