The Social Media Launch Strategy

The beauty industry has adopted the use of influencer marketing more fervently than any other industry. Influencer marketing has undoubtedly become one of the most rewarding marketing methods used today. According to a Tomoson study cited by Forbes, “for every dollar a brand spent on influencer marketing, it made $6.50”.

In Singapore, this form of online word-of-mouth marketing has also become increasingly important to brands as local consumers are more digitally-dependent on information and will make purchases that are based on recommendations found on social media. In fact, 85% of Singaporeans are active social media users on the go, almost doubling the global average of 45%.

Our target audience – Office Oliver and Mummy Mandy – are both active users on social media; following their favourite brands and personalities on Facebook and Instagram. Turning away from traditional TV, radio and print, social media becomes the main channel for our target audience to consume content. This opens an opportunity for TRICHODERM®BlackSeries to tap into the limitless landscape of social media and reach out to our relevant audiences through relevant influencers.

Besides harnessing the reach of relevant influencers, we also proposed to re-distribute valuable content that were created by the influencers, and publish them on the brand’s social media pages – Facebook and Instagram. These content could then be further amplified through the use of media buy to drive traffic to the Guardian E-Commerce Website.

Influencer Marketing with Video Content on Social Media

There has been an explosion of growth in video content on social media in recent years. Around 100 million hours of video are watched every day on Facebook. In Singapore, internet users watch an average of 2 hours of online videos per day. Hence, we proposed to combine the two hottest trends of social media marketing — video content and influencer marketing.

Over the 3-month social media launch campaign, we engaged a mix of Mega, Macro and Micro influencers. This allowed us to have multiple touch points to reach out to our audience, and in turn, maximising the exposure of the product launch on social media.

We partnered with Mega and Macro influencer in a live stream collaboration. We leveraged on their strong social media following to run Facebook/Instagram LIVE videos. These LIVE videos enable viewers to engage with the influencers and the brand on a new level on social media. Many active viewers asked questions about the products and received live responses from the influencers. This interactive content format gave our target audience an authentic and personable experience with the brand.

On the other hand, we engaged Micro influencers to share about their usage experience with TRICHODERM®BlackSeries via short 60-sec Instagram videos. These micro-influencers were selected based on the relevance of their profiles on social media in relation to the brand and our target audience. We also identified a group of mummy or mum-to-be influencers to speak to profiles like Mummy Mandy. Other consideration factors in the selection process were potential reach on social media (no. of followers) and estimated performance (no. of likes and comments).