Earlier this summer we worked with online hair extensions business, LullaBellz on a brief to help the brand reach a wider audience and encourage sales through regular consumer coverage.
As part of our strategy, we implemented a number of tactics such as utilising key calendar and topical moments to ensure we secured top-tier coverage for the brand.
The beauty industry is a crowded space with stiff competition, so we had to ensure the brand really stood out through creative and reactive media outreach.
Below are a sample of just some of the tactics that we implemented during our six-month campaign for the brand.
Plan your calendar
It might sound simple and no doubt every beauty brand does it, but having an extensive list of key calendar dates is essential to securing relevant coverage when it comes to hair and beauty – think BAFTAS, festivals and wedding season.
International Women’s Day and the start of festival season were two key coverage drivers for us, with inclusion secured in a piece on The Independent for ‘Getting ready for Glasto’.
The importance of capitalising on popular culture, FAST
As well as monitoring key calendar dates, we kept our finger on the pulse when it came to this year’s Love Island – a huge hit for ITV2 and one of its most successful seasons yet in terms of viewing figures (second only to 2019’s hugely popular series – Molly-Mae and Tommy still reign supreme).
It’s a given that a show with such a cult following will be a key focus for beauty and fashion writers – so we made sure we were ready to jump on any angles fresh from each 9pm viewing (luckily, we have a team full of dedicated fans, so this was light work).
We kept our eyes peeled for looks that viewers could easily recreate with LullaBellz products, like Indiyah’s slicked back pony, Ekin-Su’s mermaid waves and Tasha’s spikey bun. Through Love Island focussed pitching, we secured coverage in the likes of Grazia and OK!, showcasing the brand’s key messaging around on-a-budget glam.
Utilising the power of TikTok
The leading destination for short-form video, one billion active users make TikTok one of the most popular social media platforms in 2022. Ofcom’s latest report on news consumption in the UK shows that it’s the fastest-growing source of news for adults.
It’s also a place where millions of consumers go to find style inspiration, with the hashtag ‘hair tutorial’ boasting almost 28 billion views. So, as well as monitoring traditional media, we added TikTok to our morning news scans in order to jump on any viral trends – such as the noughties spikey bun (catapulted into popularity by the likes of Bella Hadid and Hailey Bieber) and slicked back barbie pony.
If you would like to discuss how we could create an impactful campaign for your brand, get in touch today.
