Pantene Lift & Volume: Micro Advocacy Campaign
Recently PrettyGreen worked with a community of 41 carefully selected micro influencers to mark the launch of Pantene’s latest fine hair range, Pantene Lift N Volume.
The aim of the campaign was to build awareness, advocacy and credibility around the new range, communicating its ability to transform hair from fine to full targeting a ‘Beauty Kween’ segment of influencers.
Our inhouse PrettyGreen influencer experts identified ‘fine haired’ micro influencers from a pool of talent and asked them to share their fine hair struggles for a chance to try the Pantene Lift N Volume collection, encouraging them to share the results with their followers across social. Leading to an impressive array of posts on relevant creator channels:
Acting as brand guardians alongside a micro creator platform and our clients, we filtered influencers based on the brand and brief fit, follower locations, engagements, and content style to ensure that all creators were a credible match for the brand and products.
- This resulted in a total of 976,000+ estimated reach with 158 pieces of content shared by 41 micro influencers across Instagram.
- The campaign generated approximately £25,200 Earned Media Value equating to a 6:1 return on campaign investment.
The successful micro influencer campaign led to a number of well-known creators, including England Rugby forward Rachel Burf (14K followers) and beauty creator Charn Evans (21k followers), creating content after receiving a package of Lift N Volume products at a much lower investment than the cost of a direct partnership.
A lovely outcome from the PrettyInfluential team delivered as a result of a targeted strategy, careful management of partners and an impressive value exchange. Result!