VS Hydro Hairdryer

Beauty
BUDGET
$12,000
Talent Booked
9
Total Likes & Comments
12,941
total followers
592,200

#VS Hydro Hairdryer campaign

VS' goal was to work with influencers to ensure your target audience was aware that VS Sassoon has a new product called Hydro Smooth Fast Dry. The influencers were divided into a ‘curly’ hair group vs a ‘coloured’ hair group and they both produced a video hair dairy showcasing how the Hydro Smooth Fast Dry made their hair feel healthier, glossier, smoother & frizz-free after consistent use.

Goals

- Raise awareness of the new VS Sassoon Hair Dryer - Hydro Smooth Fast Dry

- Showcase and illustrate how it hydrated & replenished (and smoothed) hair over the 2 weeks that the influencers used this product for.

Approach

Channel : Instagram

Influencers : 9 Australian influencers were booked who have high Australian audience and high female audience, across a wide range of ethnicities, hair types, and ages

Micro vs Macro : 7 macro influencers & 2 micro influences were booked


Content :

1 x 60 second ‘coloured hair diary’ video IG 60second in feed post  

1 x Still photo showing product & final hair results

1 x Review on VS Sassoon Site

1 x Instagram story (min 3 frames) with a swipe up link to website https://www.vssassoon.com.au/hydro-smooth

Themes

- Captions all featured #LoveVSstyle #hydrosmooth #healthyhairjourney #colouredhair #Ad @vs_sassoon

- The content produced by the influencers were diverse, genuine and engaging. Every influencer discussed specifically why their hair has benefited from using the Hydro Smooth Fast Dry.

- All the influencers included a UTM link to VS Sassoon in their stories.

- VS Sassoon used their official instagram account organically re-share and repost some of the content to drive social proof.

Results

- Total Impressions: 238,130

- Total Likes:  12,617

- Total Comments: 324

- Total Engagement: 12,941

- Total Instagram followers targeted: 592,200

- Content created: 108 pieces of unique content (11 posts, 27 stories and 70 additional images)

Some of the content created:


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