Kiehl’s Nature Playground 2019

Campaign Background:
Nature’s Playground is one of Kiehl’s most celebrated global brand experiences, previously held in iconic locations from New York to Europe and across Asia. In 2019, for the first time ever in Vietnam, Kiehl’s launched this immersive indoor event at Saigon Centre, transforming 136 square meters into a nature-themed experiential space. The pop-up featured eight interactive game stations, including giant slides, trampolines, and climbing zones, each creatively linked to Kiehl’s most loved products, designed to both entertain and educate visitors about skincare in a memorable way.

Approach & Deliverables:
The goal was to build excitement around the global signature event and drive strong foot traffic to the indoor park by integrating PR, influencer engagement, and immersive storytelling.

Pre-launch activation: Select lifestyle and beauty influencers were given exclusive early access to the playground to experience the installations firsthand. They were encouraged to capture content — videos, reels, Instagram stories, and beauty reviews — to organically tease the public before the grand opening.
Launch event: A high-energy media launch was held just hours before the official opening. The event welcomed over 50 top-tier influencers, beauty editors, and media representatives, offering them a guided tour through the stations, curated photo opportunities, and product experiences. This created an immediate buzz online and offline.
Content amplification: A coordinated PR plan supported the event, including press releases, media interviews, and social media seeding. The narrative emphasized Kiehl’s commitment to natural ingredients and community wellness through fun, educational experiences.

The Nature Playground generated impressive earned media coverage across lifestyle and beauty platforms in Vietnam, positioning Kiehl’s as a pioneer in experiential marketing in the skincare industry. Influencer content reached thousands of followers within the first week, contributing to a notable increase in brand engagement and store footfall at Saigon Centre during the campaign period.