With alternative methods of hair removal so prevalent in the beauty industry with a large digital and PR budget, the challenge for SmoothSkin was to stand out from competitors and educate consumers on IPL. Alongside a traditional press strategy, in order to increase the online presence, we needed to develop the brand’s social media channels as a direct route to the consumer, Facebook was key, however we also re-introduced the twitter account and launched the Instagram platform.
Working closely with our PR account managers, Social & digital team and the in-house marketing team, we devised a strategy to increase exposure and brand awareness, improve and enhance brand loyalty, in addition to expanding social media presence and reach. We achieved this through creating engaging branded content reflected in media outreach and social channels, for example our #SmoothSkinFreedom campaign and IPL school, which was designed to educate on the benefits of IPL. To widen the SmoothSkin network, we also established collaborations with complementary brands, managed blogger and influencer campaigns, both paid for an organic as well as events such as Stylist Live.
The results we’ve achieved for SmoothSkin can not only be seen in the press coverage achieved but also on their own social platforms and across a number of influencer and VIPs channels who are talking about the device. In the first 6 months of 2017, 67 pieces of press had been secured for SmoothSkin in top tier titles, exceeding the print and online press targets for the full year. From our social media strategy, their Facebook page likes had increased by 9,485 in the last 12 months and since the launch of their Instagram page, they have gained 2,160 followers. At the time we ended our campaign, SmoothSkin had 47.37% of the market share of voice. Pretty impressive we think.