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Every Halloween, Beauty brand BanilaCo solicits the help of influencers for their Halloween campaign, where participants melt away costume makeup looks using BanilaCo’s hero product, Clean It Zero Cleansing Balm.
Banila Co has consistently struggled to secure not only affordable user-generated content (UGC), but also UGC that was usable for ads and organic social content. The Clean It Zero Cleansing Balm has been considered their hero product for years now, but the skincare being has become an increasingly oversaturated market, making it more and more difficult for brands to stay relevant. With this in mind, BanilaCo wanted to set a specific theme for their 2022 Halloween campaign. They came to Blue Wheel for help forming the campaign to gain highly engaging UGC, increase brand awareness, and drive more sales.
Blue Wheel are experts at influencer marketing — from campaigns to sourcing to contracting to creative. We’ve made influencer marketing quantifiable. For Banila Co, we were able to strategize the overall campaign goals and objectives, and then enact a strategy to help them reach those goals!
Despite high influencer rates, we were able to maximize BanilaCo’s budget to significantly increase brand awareness and accumulate new assets for their best-selling product.
Our strategy for 2022 was based on the success of the 2021 Halloween campaign. We decided to work with influencers that were known for their unique makeup looks and special effects makeup artists — ranging in size from 200K–1.7M followers. Our goal was to generate excitement/buzz about the Clean It Zero Cleansing Balm by having macro influencers and makeup professionals recommending the product.
We created specific content guidelines for influencers to follow so that we could ensure the content we received aligned with what the client was looking for, based on what has historically performed well on TikTok. We also allocated some of our budget for TikTok boosting, so that we were able to boost influencer content from this campaign and surpass our insights/results from the previous year.
Blue Wheel helped Banila Co’s influencer marketing campaign achieve…