Influencer marketing campaign to launch Lottie London in Russia
July – October 2018
Mission accomplished: we got more than 510 reviews from beauty influencers with outreach exceeding 14 mln. Check out the case study for more details on the launch campaign of Lottie London, one of L’Etoiles new brands.
Goals & Objectives
1
Integrate into beauty influencers’ storyline providing aspirational lifestyle content and reliability to a vast amount of consumers
2
Form strong relations with beauty
community in Russia
community in Russia
3
Drive trial
Challenge
1800
More than 1800 social media accounts to be preliminary selected to take a close look at audience size, content quality, credibility and engagement.
700
Almost 700 beauty influencers to be reached personally to check availabilty and interest in testing the brand’s products.
522
Beauty influencers to receive makeup kits in Moscow, St.Pete, other Russian cities and foreign countries.
510
Reviews to be posted by beauty influencers within the project time frame.
Campaign roadmap
#1
Development of KOL’s master list.
#2
Studying social media accounts to identify the right influencers.
#3
Getting in touch with the beauty influencers from chosen short list to present the brand and get the 1st feedback.
#4
Management and coordination of product distribution and delivery.
#5
Provision of results (including intermediate), including Media value, OTS and # of pics of UGC.
Creative boxing
To gain more visibility and win over the information clutter, creative gift packs were sent out to the OL’s.
Pics of UGC
Campaign results
1546
Pics of UGC
38 mln
OTS
~2 mln
Reactions
14 mln RUR
Media value
July – October 2018
