It’s called ‘The Impulse Diaries’ and features a behind the scenes look into the girls in the band’s lives via an interactive diary they will ‘write’ on Facebook. The band will post up exclusive content and invite users to interact for the chance to win prizes. The site will be supported by other online activity, PR activity and TV sponsorship showing the girls backstage at a gig, in hotel rooms etc.
The girls were chosen as “they embody the fun, flirty spirit of the brand” and the Impulse spokesperson believes they will really engage with the brand, providing a fresh, relevant and exciting new approach for Impulse.
I remember when the Spice Girls got involved in Impulse, back in the day! I bought loads of the limited edition body sprays, convinced they would make me smell just like the girls themselves. Of course at that time I was probably around 10, and obsessed with this band; they were my idols! I would have bought anything they put their name on, odd smelling body spray included. (there's actually a Facebook group asking for this to be brought back. oh dear.) I guess hearing that the Saturdays are in on it now makes me feel old and realize that I can no longer related to the ‘kids of today’ and their obsession with ‘cool’ older girls in poppy bands. Eek!
Who even wears body spray nowadays anyway? Is it still wee girls before they get into perfume? (that’s how it worked with me…!) Oh dear, I feel like my youth has slipped away faster than I thought…!
The target audience will obviously relish in the vast amount of brand interaction on offer with this campaign though; competitions, hints and tips on Facebook- perfect! And if limited edition ‘Saturdays scents’ are brought out at the same time (not sure if they are planning this) then I think Impulse are onto a good thing here.
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