YouTuber Leanne Lim-Walker fronts campaign for Unilever's Impulse brand
Unilver-owned body spray Impulse has enlisted YouTube star Leanne Lim-Walker to front its latest campaign, which aims to bring the brand's 'Live Life on Impulse' ethos to life.
The spot will run across TV and online, and sees the fashion and lifestyle blogger take on a series of challenges over the course a week, with each one designed to help her discover new experiences spontaneity.
From hula hooping to meringue making and even getting a new set of wheels, the YouTuber is shown undertaking a variety of dare-like tasks. The video was created with millennial women's love of candid vlogging in mind in order to appeal to Impulse's target audience.
The spot was produced by TMW Unlimited who worked with Lim-Walker to capture the shots in her own unique style, with the central focus being a TV ad featuring teaser clips from the video which will be shown on the Bauer TV network as well as 4Music, MTV, Kiss, Kerrang, Heat and The Box.
The full film will be supported by a dedicated online hub which will give Lim-Walker fans the opportunity to live life 'on Impulse' with weekly activites- like a holiday with friends and VIP zoo sleepover - up for grabs in a prize draw.
Implulse joins the growing throng of brands choosing influencers to front their campaigns instead of traditional celebrities. Eight in 10 industry professionals say they now work with influencers in some way, across platforms like YouTube, Facebook and Instagram.
"We wanted to inspire our audience to make the most of life, to be spontaneous and take on challenges. Working with Leanne has helped us really encourage our audience to Live Life on Impulse," said Impulse's assistant brand manager, Yasmin Tavassoly-Marsh.