There isn’t a better time than Summer to go blonde ! Wishing to fully embrace that philosophy, Klorane enlisted the help of Made in to design a strategic influencer program to introduce and promote its new sun lightening spray with chamomile and honey- the new addition to their famous chamomile collection. The message of the campaign was to communicate just how easy it is to go blonde naturally, using the Klorane Chamomile spray and range! After all, blondes have more fun!
The strategy targeted women across Canada through result-oriented publications in the form of Instagram posts and stories. The content created for the platform contained visuals both with the products, to increase consumer recognition, and without the products featured, to ensure that the focus be on the product benefits showcased directly through the influencers’ blonder and extra shiny hair. Instagram captions were leveraged to reinforce the characteristics and benefits of the spray through the influencers’ relevant and authentic sharing of their experience using the product.
The campaign also featured a YouTube activation, where influencers integrated the product within popular Summer-themed YouTube videos such as My summer essentials and My summer hair routine. In the videos, the YouTubers shared with their audience the easy steps to follow to achieve the perfect, natural blonde look, using Klorane’s new hair lightening spray.
An amplification strategy was later used to increase the reach of the campaign towards a key targeted demographic.
The campaign included over 77 publications, with a reach of 441.6K, and generated 5.91% engagement rate.
Here are some of the posts featured in the campaign:
1. @SSNARD – SANDRA
🌞🌞🌞 Naturally sunkissed hair thanks to some sunshine in a bottle! I’ve added the new @kloranecanada lightening spray with Chamomile into my routine this month and it’s lovely. Easy to use, gradually lightens hair during the day without damaging it (no peroxide or ammonia) and it smells like honey! 🍯 Works on natural or color processed/highlighted blonde and light brown hair 🌻 Check it out at @shoppersdrugmartofficial in Canada and @pjcjeancoutu in Quebec. #sponsored #kloranecanada #chamomile #highlighting #bottledsunshine #NOammonia #NOperoxide
2. @TESSALINDSAYGARCIA – TESSA
3. @MYMLEPAGE – MYRIAM
Mon nouveau produit chouchou pour éclaircir mes cheveux blonds : Le Soin soleil éclaircissant à la camomille et au miel de @kloranecanada! Il illumine et éclaircit naturellement les cheveux sans agent décolorant, le timing parfait pour l’été! 😸✨Vous pouvez vous procurer le produit (il y a aussi un Shampooing et un Baume après-shampooing!) chez @pjcjeancoutu partout au Québec! 💛 #kloranecanada #camomille #highlighting #bottledsunshine #ad
4. @_ELODYPETIT – ELODY
Perfect blonde hair thanks to my favorite Spray with Chamomile by @kloranecanada! A natural look and hair that’s soft and shiny just in time for Summer! Plus, it’s chemical bleach-free! Get yours in @pjcjeancoutu (Québec) and @shoppersdrugmart (rest of Canada)! ✨✨ #kloranecanada #chamomile #highlighting #bottledsunshine #ad
Contact Made in for more information on how influencer marketing can help your brand shine in the eyes of your target market.