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×Bio-Oil is a skincare brand that researches and develops specialist products to help improve the appearance of scars, stretch marks and uneven skin tone.
Client Goals:
Bio-Oil wanted to collaborate with a diverse range of nano, micro and macro influencers to generate conversation with their audiences, improve brand sentiment, and ultimately drive users to site and in-store by providing discount codes.
Position Bio-Oil as a leading skincare brand for women of all ages.
Target different audiences with a focus on pregnancy.
Include storytelling.
Our Influencer Marketing team were in charge of sourcing, outreach, influencer management, briefing, product fulfilment, invoicing and reporting.
Our approach took a video-first strategy, due to changes in social algorithms, to maximise reach and engage more users. We took a real skin, unfiltered approach to build an authentic connection with our audience.
At the same time, the client wanted an Instagram-first approach (73% of content), but with an allocation on TikTok (27% of content) to test, as well as delivering a diverse range of content by adding carousels and static posts too.
We divided the campaign into two main influencer groups (different audiences with a focus on pregnancy), which would run simultaneously, and took a personable approach. We also gave influencers creative freedom with their content, so they did ‘get ready with me’ and lifestyle ‘vlogs’ incorporating the product seamlessly.
We exceeded reach KPIs as we explored formats such as Reels.
9.4M users reached
Unique reach rate is 24%
2.75% ER, 2.9% Weighted ER
TikTok reached 181k users and had an 8.3% ER
63% of the content was video
1.4M total video views (Reels & TikTok)
