How to announce the relaunch of the brand with the help of influencer marketing

In the second half of 2020, the GLISS hair care brand announced its relaunch and transformation of Gliss Kur into GLISS. Buzzfactory Ukraine together with GLISS tells in a detailed case how to effectively convey this message with the help of influencer marketing.

Campaign goals and objectives

The main goals of the advertising campaign were to tell the audience about the relaunch of the GLISS brand, update of the formulas, as well as to draw attention to the importance of comprehensive hair care.

The agency was given the following tasks:

• Through long-term integration with bloggers to convey to the audience that comprehensive care has much greater benefits for hair than the use of 2-3 traditional tools.
• Create a communication idea and a platform for getting acquainted with the updated lines of GLISS products for complex hair care, which will be able to creatively attract the audience to try new products in the complex.

Realization

The creative idea was based on the transformation of Gliss Kur into GLISS, as well as the transformation of your bathroom into a Hair Beauty Bar. In it you can complement one GLISS product with others, while creating a personal “beauty cocktail” that suits your hair. To solve the set tasks, the agency selected a pool of 10 bloggers, including Dana Okhanska, Vladyslava Shcherbinina, Anita Solovey, Yulia Dykhan, Natalia Lytvyn and others.

Creative box consisted of the following elements:

• Personalized sign with illumination, which marked the personal Hair Beauty Bar

• Branded box with a scratch coating, erasing which the old logo “turned” into a new one.

• Manifesto with information about relaunch and products, the importance of integrated use, as well as details on the stages of use and a description of each product.

• A set of products from the line, selected individually for each blogger by hair type.

For several days, bloggers used hair products, adding a new product each time. Among the content formats used during the advertising campaign: a series of stories with unpacking a gift box, stories about the benefits of comprehensive hair care, as well as photo posts about restarting the brand and updating the product lines of the GLISS brand.

Examples of content

Advertising campaign results

The results of involvement significantly exceeded market standards, which indicates the interest of the audience in the brand’s products. Based on the comments, it can also be concluded that the information received from influencers about the relaunch and renewal of the composition had a positive impact on customers’ intentions to use the products. The main indicators of the advertising campaign are the following:

• The total coverage reached 2,087,830, which is 23.5% higher than planned;
• Audience interactions with content amounted to 136,915, and the average rate of involvement of publications was 19.97%;
• E-commerce following the link have reached 902.

“In our opinion, the brand should not only talk about new products by showing beautiful content, but also take on the role of expert and mentor, explaining the need and features of product use. In addition, we believe that a personalized approach (sign, products) allows not only to stand out among the cluster of advertising messages, but also significantly strengthens the relationship with bloggers, while solving its specific tasks. It was important for us not only to say that the brand has been updated, but also to build, firstly, the perception of the brand as an expert in hair care. Secondly, share with consumers how to properly care for your hair, explain that caring for it consists of several steps, and shampoo is only the initial stage, which will not give the maximum effect. This campaign became another puzzle in the overall picture of brand renewal and solved all the tasks set before it.”, — comments Andrii Polupanov, Henkel Digital Marketing Manager, and Pamela Gonzalez, GLISS, Schauma, Nature Box hair care brand manager.

“Our task was not just to tell about the next update of the design or brand name, but about a complete update of the quality, product formulas, positioning and philosophy of hair care. In order not to get lost in the millions of similar advertising messages, we have created for each blogger her own beauty bar for hair. The bright design of the press packs helped to create a contextualization of the content of bloggers, we received a lot of feedback from bloggers about the pleasant impressions and visual pleasure from the presentation of products. For each influencer, together with brand experts, we have selected an updated GLISS line for comprehensive care according to the needs of their hair. They were offered not just to try the products, but also to test the benefits of comprehensive care — each time adding a new product from the set. We received a lot of positive feedbacks about the product not only from bloggers, but also from the target audience.”, — adds Maryna Bakhmat, CEO of Buzzfactory Ukraine.