AUSSIE'S Get Their Booie On
WITH CELESTE BARBER
Australia's beloved comedian Celeste Barber's makeup line Booie Beauty was dancing onto the shelves at Woolworths, Australia's biggest retailer, and we needed to announce the arrival with style.
Shot in the middle of the night, we got Aussies to 'Get Their Booie On' with an absurd, choreographed film that showcased the mood-boosting power of Booie Beauty for women of all ages and cemented it as the freshest grocery essential.
AGENCY: M+C SAATCHI
DATE: 2025
20M+
Engagements
+131%
Increase vs planned KPI
227%
Over-delivery on TikTok purchases
+10.6
Lift in TikTok awareness
(More than double platform benchmark)
+16.1
Uplift in TikTok ad recall
Then we cemented it as the freshest new arrival with OOH that spoofed beauty and food tropes, in line with Celeste's long-standing bit of parodying the unrealistic standards of the beauty industry.
+99%
Awareness in OOH
The most successful partnership launch to date. Significantly outperforming platform benchmarks on socials and generated cut-through that converted to sales.
It actually exceeded forecast in Week 1 of launch, and we needed to pause activity so supply could be replenished to keep up with the demand we had generated.
+20M
Engagement
131%
Increase vs KPI
16.1
Uplift in ad recall