How to take your product to the next level of positioning with the help of influencer marketing

29 April 2024

Buzzfactory Ukraine agency, together with Henkel implemented a campaign timed to the Defender of Ukraine Day to popularize Fa Men brand products. To overcome barriers from a consumer’s perspective in relation to brand products, influencer marketing and bloggers were chosen as the key communication channel. Buzzfactory Ukraine shares a case study of the implementation of an advertising campaign, how to promote a product with the help of influencers on the eve of the holiday, avoiding any political overtones.

Goals and objectives of the project

The main goal of the campaign was to tell about the products of the Fa Men brand as pleasant and practical gifts for men, with which you can get a boost of energy, freshness and be inspired to unleash your potential.

Among the tasks that the agency faced, the following were highlighted:

– to strengthen the position of Fa Men products in the context of choosing them as an ideal gift for a male audience;

– the brand already has a certain popularity in the market, so it was necessary to remind the audience about the product in a non-trivial way;

– motivate the audience to pay attention and buy products.

Decision

In connection with the possibility of direct contact with the target audience, the social network Instagram was chosen as the platform for integration. Most of the products are not new and generally the audience is familiar with the brand. It was decided to modify the standard mechanics of “stories + post” so as not to get lost amid the constant flow of content. The application of the product was shown using creative video posts and stories: scenarios were developed for each blogger and his target audience, reflecting the main message of the “Live Well” campaign. For example, interpretation of the plot of a computer game GTA, or stylization for a morning sports show. In addition, using the link, influencers directed the audience to a site where they could purchase products. For advertising integration, bloggers were selected who have values similar to the brand: cheerfulness, passion for sports and a desire to spend time actively.

Implementation examples

Link to the publication.

“We really wanted to make an unusual project for Fa Men on the eve of Defender of Ukraine Day, avoiding political overtones. At the same time, the communication task was to show Fa as a brand capable of inspiring and energizing, as well as to draw attention to it as a great gift. We believe that the project turned out to be bright and interesting, and the bloggers were able to convey their message through an unusual content format”, — comments Andrii Polupanov, Digital Marketing Manager Henkel, and Tetiana Shushkevych, brand manager of the Body Care category.

“We were faced with the task of developing a communication that would not be trivial and attracted to interaction, interested the target audience, convinced that the brand’s products could become a desirable and motivating gift. With each influencer, we created a mini-film adaptation on different topics: from the mission to the popular among men game GTA to the morning show with exercises, familiar to many from childhood. The situation of product use was integrated into the idea of the video. Thanks to the indirect advertising approach, we received high coverage and positive feedback among target audiences”, — adds Maryna Bakhmat, executive director of Buzzfactory Ukraine.

Campaign results

Good business results were seen just 2 weeks after the end of the campaign.

Compared to the previous month, the quantitative indicators of product sales on the e-commerce site makeup.com.ua increased by 30%;
Cost indicators of sales on makeup.com.ua rose to the level of + 25%.

The brand’s collaborations with bloggers and the chosen strategy illustrated how much influencer marketing can influence consumer habits and the formation of a product’s image.

As part of the advertising campaign, 6 video posts and 24 stories were published. Thanks to a creative approach to content creation and a well-built ecosystem, the campaign reached 568 thousand unique audience reach.