Hawaiian Tropic needed to drive footfall into Boots stores during a key UK sales window despite the unpredictability of British weather, which can crush suncare demand. Boots was a critical retail partner, and the brand wanted a high-profile ambassador who could not only inspire in-store visits but also secure and future-proof the partnership well into 2026.

We partnered with Perrie Edwards to launch “Endless Summer” – a three-phase activation perfectly timed with her new album and personal calendar moment. Phase 1 sparked a social competition with live-performance tickets as the prize (plus a digital “spin the wheel” for instant discounts), Phase 2 delivered an exclusive rooftop gig at Shoreditch House complete with branded cocktails and meet-and-greet, and Phase 3 amplified event footage plus trend-led content using a licensed Perrie track to keep the summer feeling alive long after the event.

The campaign smashed every target, delivering 1.67M engagements (156% above goal), 6.4M impressions, 33.6K clicks and an estimated 4.6M additional impressions from organic press (including five major features in outlets like the Daily Mail). Most importantly, Hawaiian Tropic recorded its highest-ever summer sales period in Boots and significantly strengthened its retail partnership moving forward.