NANO INFLUENCERS
Case Study
The trend brand got2b, which is part of Schwarzkopf, offers a wide range of cutting-edge hair care products for people who want to express their individual style. For their relaunch of the Styling series which includes dry shampoos and a heat styling product we helped the brand to raise awareness in Germany as well as educate the consuments about their motto “got2b for whoever you want to be“.
Best support for a relaunch: Nano Influencers!
To reach the target group we decided to activate 4.000 nano influencers that should help spreading the word and gain online awareness through user generated content and ratings & reviews. Thanks to our big TRND.de Community we were able to carefully select the perfect ambassadors for this campaign.
Our criteria for the 4.000 men and women were that they needed to be 18 – 35 years old and social media enthusiasts. They were divided into 4 groups, 3 groups tested different dry shampoos. They stated before the campaign that 53% use this kind of product several times a week and 6% never used it. On the other side, all of the people from the heat protection team have used a heat styling tool before. We educated and guided the nano influencers through a printed handbook and a dedicated website. During the campaign we inspired them with blogposts, newsletters and individual E-Mails to share their experience.
Honest user feedback and insights
After testing the products for several weeks we asked some questions, i.e. positive and negative aspects of the product, which is great real-life feedback and user insights for the client. The ambassadors rated the general impression of all products a 6.4/7. Another important take-a-way for the client is the high recommendation rate of 96% which can be used in the external communication in form of a seal. We definitly achived our goal of raising awareness, over 537K people were impacted offline through personal recommendations! 30K of them were also able to try the products out because our nano influencers shared them with them. On different review platforms they publicated over 750 opinions. Online we were able to get a reach of over 4.9 Mio Brand impressions thanks to the 4K published UGC.
This is only one great Statement from an ambassador:
For me the best dry shampoo. I tried other brands, but I did not like the outcome. I rarely use dry shampoo so as not to dry out my scalp. I have already shared my experience with my friends and they also tried it. – Birska via TRND.de
The Brand Manager of got2b has a clear opinion on those kind of campaigns:
Consumer insights are very important for us, as the testimonials help us to identify how we can make our products or the marketing of the products even more customer-oriented. We are very pleased when the feedback is as positive as in this campaign and the quality of the products can prove itself. – Anita Lamesic, Brand Manager got2b Styling
Scroll down to discover the KPIs.
Online Brand Impressions
Offline Reach
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