Bonfire Media
  -  Experiences   -  LUX



LUX x Jenna Clifford Limited Edition Jewellery Range

Our digitally savvy campaigns deliver on-brief results by utilising strategically chosen channels of engagement and awareness.

In 2016 LUX tasked Bonfire with creating a story to driving awareness for their volume driver promotion and prizes.

Bonfire Media crafted a floral-inspired Spring Day celebration at Jenna Clifford’s studio to introduce key beauty and lifestyle media, celebrities and influencers to the collaboration and to celebrate women, confidence and the power of feeling and looking beautiful with LUX’s fine fragrances. The Spring day soiree was a classic and beautifully executed event that included; a panel discussion, a media design challenge and drove brand education through a LUX Fine Fragrance Beauty Bar experience which deconstructed the fragrances of LUX bars. On launch day our #InspiredByLux hash tag trended nationally, reaching 31 119 897 million timeline deliveries and a social reach of 1, 419,475.


Post the event, Bonfire drove an ambassador led social campaign with key influencers and online partners to highlight the campaigns mechanic and prizes to various audience groups and drove online awareness for the promotion to encourage participation and sales.


We tactically partnered with Jenna Clifford herself, radio personalities Pearl Modiadie and Dudu Khoza amongst others. The coverage received 88 114 419 total impressions and an AVE of R 4 881 833,07 (PR value of R16 823 892,07 and an ROI of 26:1).

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