“Beauty should reflect your best version, your inner self, which is calm and self-assured,” is how one of the most famous influencers on the world scene, Gala González, describes beauty for the Douglas Cosmetics rebranding campaign.
Answering the question: What is beauty?, several Spanish influencers such as @rocio0sorno, @gracyvillarreal, @meeeeeeeel_, @marvaldeleither @meryturielhave posted a post on their Instagram feeds under the hashtag #thenewdouglas.
But why this hashtag and why these characteristic posts? Because these actions with influencers are focused on reinforcing the rebranding campaign that the company is carrying out at a national level on social media.
Following the acquisition of BodyBell and Perfumerías if, Douglas Cosmetics aims to be the perfume retailer with the largest presence in Spain this year . Therefore, in addition to giving importance to the physical level, they have also bet and will continue to bet on the online world. As Costas Antimissaris, the company’s CEO, points out: “we are going to do very important work in the online channel, since for us it is a strategic pillar.”
Why choose influencers for your rebranding campaign?
New image, renovation of stores and logo, the implementation of a new commercial model, are some of the rebranding actions that the perfumery chain is carrying out and, of course, overseas chinese in europe data it has to be communicated and not in any old way. One of the most effective techniques on social media to convey the message? Collaborating with influencers for these three main reasons:
- Reach your target audience more directly . Thousands, hundreds, and even millions of people are aware of their favorite influencers’ posts on social media. Whether it’s Instagram, YouTube, or any other social media, they are the perfect channel to reach and impact a large number of people from a single profile and without becoming intrusive advertising.
- Transmitting the corporate image and the desired message to the audience exactly. A picture is worth a thousand words. And Instagram understands a lot about that, 10 ways to monetize a podcast which is why it is the ideal space to publish content related to the brand image. In this case, black and white photographs and videos.
- Establish conversation and trust around the brand. No one is better at conveying credibility than influencers; users trust them and they naturally convey the message to their audience.
- Create anticipation . When doing a rebranding campaign, creating a “countdown” with influencers is a perfect technique to generate “want to buy” or to visit the new stores and discover the new image of the brand, as is the case here.
Results of the campaign with influencers: #TheNewDouglas
They have a clear image to convey and a clear message: a new concept of beauty, a personalized experience and a new way of dealing with customers . This is why they have wanted to change their type of business and adapt it to this idea.
How have they spread it through social media? As we have seen, through posts on the feeds of various influencers and videos with some celebrities or top influencers, such as@galagonzalezthrough clear content: black and white and in a totally transparent way, talking about what “true beauty” is for each person.
Analyzing some content published by influencers, we obtain the following general results:
Results offered by Influencity software for the set of 5 publications b2c phone list from @rocio0sorno, @gracyvillarreal, @meeeeeeeel_, @marvaldel, @meryturiel
These five Instagram posts have impacted almost 4 million people (mostly women), have raised more than $33,000Earned Mediaand the main country impacted is Spain.
And of all these posts analyzed, which one has worked best?
We have seen the data for the five publications as a whole, but which one reached the largest audience? Which one had the best engagement results?
Rebranding campaign Results provided by Influencity software for the 5 posts of @rocio0sorno, @gracyvillarreal,
In this case, if we had to highlight just one post as the one with the best data, it would be that of the influencer Rocío Osorno, since both her engagement percentage (6%) and the amount of Earned Media are high and positive.
In general, to achieve the objectives of a rebranding campaign, in addition to carrying out a prior study, the new image must be communicated in different media and supports. Nowadays, having influencers transmit your message to their audience through their social networks is one of the most effective strategies to achieve the desired reach and communicate the new message. Are you in? Get in touchContact usand achieve a successful campaign.
