The Viral Formula
The Launch That Broke the Internet
Our multi-market launch for Sol de Janeiro set SEA abuzz—driving viral moments, sold-out shelves, and sun-soaked sensation that still glows today.
The Strategy
To ignite instant buzz for Sol de Janeiro’s hotly anticipated arrival in Singapore, Malaysia, and Thailand, Touch PR built a viral-first launch around the brand’s cult hero, the Bum Bum Cream. The mission: spark conversation, fuel FOMO, and turn Sol de Janeiro into the most talked-about beauty import of the season—all without a single event. Proof that big impact doesn’t need big spend, just the right Touch.
The Approach
We engineered a creator-led strategy designed for virality—pairing macro influencers’ star power and mass appeal with micro creators’ authenticity and high engagement for maximum impact. Strategic seeding to creators and storytelling with media turned the Bum Bum Cream into a beauty must-have overnight, as we leveraged Sol de Janeiro’s North American fame to drive excitement, shareability, and serious cultural heat across SEA.
