German Wella Professionals joined forces with Brandheroes on a big scale to spread the word of the WellaFlex & Shockwave hairsprays through 100 local micro-influencers across the major cities in Denmark and Sweden.
The goal was to strengthen brand awareness and top-of-mind preference among young girls and women with care for hair beauty and self-expression.
Since 1880, Wella Professionals has delivered innovative and inspiring hair care products to individuals and salon professionals. Wella has become an easily accessible brand, because they reach out to all people around the world at a budget-friendly price point.
For this campaign, we carefully selected 100 of the most influential local influencers with a profound affection for personal hairstyle and haircare in the biggest cities in Sweden and Denmark. We made sure that their followers shared similar interest and that the majority lived in the targeted cities.
The influencers each received a goodie bag from Wella, containing the campaign products and other goods valued at 750 SEK. Then, the influencers had to share two photos with their followers, showing their Wella products in a personal “getting ready” setting. This was the exciting part, where the influencers could get really creative and make it truly personal and fun. They also added the selected campaign hashtags: #wellaflex #shockwaves #mybeautifulhair.
The 100 Swedish and Danish Brandheroes were authentic micro-influencers with between 597 and 5206 followers and a combined following of 276.171 people. They posted in total 193 beautiful images, which got 38.862 likes and comments. This amounted to an average engagement rate of 9.8%, where the best engagement rate for one post was an impressive 48.8%.
The micro-influencers not only amplified brand awareness, preference and high engagement within an unexploited segment. They also produced striking images, which Wella Professionals has shared as authentic content across its channels.
Denmark & Sweden
100 local micro-influencers
193 posts in total
Total combined followers: 276.171
Total reach of all posts:
Total engagements:: 38.862
likes and comments
Average engagement rate: 9,8%
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