Build brand relevance for Andrélon and increase positive awareness for Pro Nature by showcasing the functional benefits of Pro Nature through a strategic influencer marketing strategy. Our goal? Promote brand loyalty by creating an emotional connection with engaging and recognizable content, using peer-to-peer engagement across platforms to achieve maximum impact. The result was a long-term strategy for Andrélon's ambassador program to create desire and love for the brand among young female adults.
The strategy proliferated the powerful combination of paid- and earned exposure by creating a strong storyline around Andrélon Pro Nature in various touch points. First up, influencers were invited to an event where they could discover and experience the latest Pro Nature product line. After the event, Andrélon Pro Nature-themed seeding boxes were delivered to the doorsteps of influencers in a unique way, creating a multiple-touchpoint seeding experience. Paid influencers were used to deepen the storytelling and were encouraged to create authentic and emotional content that conveyed the brand's message, focusing on celebrating themselves and their hair. This content was distributed in different phases: hype, launch, and sustain. The goal was to create awareness, build brand recognition, and highlight product functionality.
EVENT | Andrélon introduced their new Pro Nature product line to 44 diverse and inclusive influencers at The Unbound Amsterdam. At The Fireplace, they were briefed on the benefits of this line, guided by a performance by a spoken word artist (Amara) on the theme "Vier jezelf, vier je haar". The group then explored The Greenhouse, a sun-drenched spot in the middle of nature, ideal for stimulating the senses and experiencing Pro Nature's three unique outlets. The day ended with lunch at The Unbound Restaurant. SEEDING | In weeks 25, 28, and 29, we delivered Andrélon Pro Nature themed seeding boxes via a decorated e-bike to various influencers. Each Instagram-friendly box, containing three product lines, was 100% biodegradable and highlighted the products' benefits and key ingredients. Two models dressed in theme colors personally delivered the boxes, allowing influencers to choose their preferred product line on the spot. Additionally, the boxes came with colorful, dry flowers to enhance their Instagram appeal. PAID | Influencers created authentic content conveying the brand's emotional message. The focus was on celebrating themselves and their hair. The content was distributed in three different phases: hype, launch, and sustain. This was done to create awareness, build brand recognition, and highlight product functionality.
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