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Screen Shot 2022-05-12 at 7.56.05 PM, "Rockmyhair" Campaign…
Goal for Q3 of 2022:
Increase sales of L'Oréal "Hair Treatments" by 30% from 300,000 units per month to 390,000 units per month in Q3 of 2022 in US.
Influencer ②
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Why match L'Oréal Paris?
Match its Values
"You're Worth It."
Cipriana unwavering belief : "As a woman of color who had so many past struggles within the industry just to fight to simple by me."
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Who is she?
co-founder of Arrested Voices Lifted with her twin sister, TK Wonder
(AVL) a virtual space for followers to share painful stories from the unheard, educate + heal from systemic racism, discrimination and abuse
writer
share her daily fashion stories & videos, dress for herself even just for a Zoom call
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self-care promoter
cut down on processed sugar, eat a mostly plant-based diet
mediatating & breathwork, a scheduled workout routine
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"Rockmyhair" Campaign concept: Create a selfie station. All three are happy clients and take photos with a professional light in front of "L'Oréal Paris" logo and uploaded online.
It aims to shatter stereotypes towards hairstyles and offer a more inclusive vision. - images used in advertising and media do represent people with diverse hairstyles.
A strong, viral social media presence doing the advertising for L'Oréal Paris's tenet - "You're Worth It." and their haircare products. - add unique value to its products.
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Consumers/followers send in their own images to a #Rockmyhair page hosted by L'Oréal Paris in order to be considered for being added into the gallery.
Recent research reports that 90% of young adults would switch to using cause-related brands if price and quality were the same.
Collaboration tips:
Affiliate relationships - set some payment terms and negotiate a contract to formalize the partnership.
No two partnerships are the same. Dig into each influencer their one unique point which perfectly matches the brand and the product.
Invite influencers to events during showcasing products, announce launches, etc. Get facetime with influencers and let them create interactive content for their audience like an Instagram story or on an upcoming vlog.
Choose brand ambassadors from trusted, long-time influencers. Make sure brand ambassadors are up-to-date on product line and that they’re educated about the products and upcoming launches. Give them personalized promo codes to share with audience.
Build trust & mutual understanding is essential. Influencers should know brand's story, mission, and values. Also, the brand need to listen to influencers' personal story. WOW! They really match!
Cautionary steps
See influencers as partners rather than media channels - same goal, same audience to serve
Influencers should truly has experience with the products. Influencers’ followers are very much acquainted with their life habits and likes. Be authentic and honest.
Make sure it's a true match. The comprehensive details of an influencer’s profile should be considered like audience location, gender, age, and purchasing power.
Implement measures to track performance of influencer campaigns. See what’s working, what’s not working, and the hotspots that require optimization.
Haircare Products
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African Americans (millennials, females)
Why them?
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African American women spend nine times more than other groups on haircare (According to Nielsen)
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