Because few things are more romantic than snuggling up at the cinema, watching a romantic movie, we created - The “Get Close” Film Season.To promote it, we created a mini-media brand of our own, around the VenusGetClose website. The site was stuffed with celebrity quizzes, beauty videos, Hollywood tips, and polls on what our target audience thought were the best “get close” moments in movie history.Boutique cinemas showed classic movies that our audience voted to see on screen, from Pretty Woman to Dirty Dancing, and we promoted the event with free tickets, and a competition to a VIP event. We kick-started each screening with our own trailer featuring Venus Beauty and Confidence experts.Getting people to VenusGetClose.com involved display ads on women’s websites, advice-rich advertorials in magazines, ambient media in cinemas, and finally radio promotion around the songs women listen to when getting ready to go out.

It turns out spending widely is spending wisely.For every pound spent, we doubled the money back in sales.

More Venus Embrace was sold than the previous year, increasing Venus market share overall and securing the market leader position for the season.Venus Embrace awareness increased by 40%, purchase consideration increased by 20% and brand equity increased by 11%.One in 20 women in the UK heard about the film season.And, in the dark of the cinema, who can say how many “get close” moments we created?