INTRODUCTION In an era dominated by social media, the beauty industry has undergone a transformation in how consumers discover, engage with, and trust beauty brands. Leading this digital revolution are beauty influencers, dynamic personalities who have carved a niche in makeup, skincare, haircare, and all things beauty-related. Platforms like Instagram, TikTok, and YouTube continue to
EXTENDED CASE STUDY
Case Study for Vaseline & The Power of Skinfluencers
Interest in skincare shows no signs of slowing down in 2022, and the competition to win consumer attention among brands on social media is only heating up.
Skinfluencers are increasingly popular on TikTok and generate massive engagements. Using short-form video content they’re able to visually show how to use a product and share their experience. For consumers sitting at home during the onset of the pandemic, skinfluencers are key to building awareness for Skincare brands.
The Unilever-owned skincare brand Vaseline wanted to create an influencer program that would generate brand awareness and hype for the launch of its new twin-pack lip balm in Indonesia, and produce content and conversation that was aligned with their brand values. To execute its program, the brand decided to tap into the power of TikTok. A golden opportunity for Vaseline, as Indonesia is the second-largest TikTok user base with 22 million monthly active users.
Bringing talent, content and tracking all in one place. Vaseline knew that influencer recruitment, content management and performance tracking were time-consuming and can be thought to manage without the right processes and materials. Therefore, Vaseline partnered with Narrators offering a powerful tool of in-depth analysis and automation to:
- Access influencer stats (socio/demo/geo data)
- Manage influencers & content creation
- Get real-time campaign performance and reporting.
To meet Vaseline’s goals, Narrators worked on a creative strategy, tasking influencers to create engaging and fun short-form video content (TikTok dance, challenge…) with their best friend, to promote the launch of the twin-pack lip balm.
Vaseline carefully selected 2 Micro and 7 Nano beauty and lifestyle influencers based in Indonesia. The content created was fun, creative, and the comments received were positive. Thanks to the Narrators platform, the brand was able to track and measure the performance of its campaign which generated 700K reach and 55K engagements.
In the world of social media, genuine influencer marketing campaigns are helping brands connect better with their audience. In this article, we’ll explore how influencer marketing is evolving and the importance of being authentic in building brand-consumer relationships.
Optimum Nutrition (ON) already had a solid positioning in Southeast Asia in the competitive weightlifting and bodybuilding community. However, the brand wanted to reach a wider audience by targeting micro and macro-influencers in the sport and fitness industry in Singapore, Malaysia, Indonesia, Thailand and the Philippines.