O struck gold at the CIPR awards recently for its influencer campaign with WhiteWash Laboratories, an oral care brand that launched a new range of teeth whitening dental cosmetics.
Competing in an already crowded marketplace, our brief was to introduce Nano as a premium yet high-street brand that would entice high street customers and attract retailers to stock the product.
Targeting a predominantly female audience aged 18-35 and identifying Instagram as a key platform, we implemented a mix of media and blogger outreach, celebrity and social media personality endorsements and paid social media advertising to raise awareness of the product.
The hashtag #NanoSmile was used through all communications, aligning with the key messages of health over the Hollywood smile.
O worked with Instagram influencers and high profile celebrities from popular programmes such as Celebrity Love Island, Big Brother, Made in Chelsea and Geordie Shore, to endorse the Nano range through Instagram posts via their own profiles.
We also targeted beauty bloggers and journalists relevant to the 18-35 age bracket to trial and review the Nano range, securing coverage on hyperlocal blogs and in key publications.
From the launch of the campaign, the WhiteWash Laboratories Instagram following increased by 93%, while social media endorsements and blogger product reviews equated to an increase of 200% in digital sales.
Media and influencer coverage resulted in a reach of 17,763,030 people including coverage in titles such as The Sunday Times magazine, Huffington Post, The Daily Mirror and Grazia Magazine.
The campaign won the gold award in the CIPR North East Pride Awards 2017 for Best Consumer Relations Campaign and was featured in Campaign magazine when WhiteWash Laboratories launched Nano.