The “Impulse Diaries” campaign will focus on digital activity that the brand says will “bring the brand to life” through an interactive diary written by the band on Facebook.
The Saturdays will post content and invite female consumers to get involved by posting their own romantic stories. Users will also be able to win prizes.
The digital campaign will also be supported by press advertorials, TV and PR activity.
A TV sponsorship package breaks on Channel 4 on 23 October and will show footage of the girls on tour.
The Unilever owned brand of women’s fragrance sprays says the five girls were chosen to front the Impulse campaign as “they embody the fun, flirty spirit of the brand”.