A new launch in the highly competitive beauty market is always a challenge, especially when its target group is individualistic and “always on.” The task is all the more challenging because competitors have huge media budgets and consumers face a flood of advertising that increases with each passing day.
How do we attract the attention of our target group?
After comprehensive analyses of channels and target groups, we developed a communication strategy with a focus on digital channels that made Bioré a must-have for Generation Z: custom-tailored content across all social media platforms and PR, wide-ranging cooperations with influencers who have an affinity to the brand, a brand ambassador program and live experiences at events.
Generation Z is Generation Influencer.
34% of the girls in Generation Z have bought products recommended by influencers several times. An additional 25% of the girls in Gen Z could imagine doing likewise.
Bravo Media Usage Study 2018
#freeyourpores was the motto for all campaigns based on the three pillars of education, infotainment and inspiration.
Over a period of two and a half years, we accompanied Bioré on its way to becoming a “love brand” with launch events for beauty editors and influencers, product mailings and sponsorships for major cult events such as The Dome and GlowCon. For example, on Instagram, Facebook, YouTube and the website, we uploaded content series and integrated (paid media) measures.
With perfectly orchestrated and integrated campaigns, we accompanied Bioré on its way to becoming an “it brand” in the beauty and facial cleansing market for a young and often over-informed target group. Through the strong integration of digital channels, we reached Gen Z with maximum credibility and won their trust in the brand.