Canadian Skincare Brand

Our client is a popular Canadian pharmaceutical-grade skincare company that wanted to break into the saturated US skincare market. Its product range includes cleansers, toners, serums, retinols, moisturizers, eye creams, and masks. The brand approached Blue Wheel, a top agency for beauty and skincare marketing and advertising solutions, to spread awareness in the US through influencers. That was the beginning of our collaboration on traditional influencer marketing.

The Problem

In addition to the main goal, our client wanted to increase conversions by partnering with influencers on the US and CA sites and continue building upon the existing brand awareness in Canada by mixing in several Canadian influencers. The skincare brand aimed to obtain high-quality UGC from influencer collaborations to bolster organic social and paid advertising efforts and support B2B business expansion by engaging skincare professionals who can potentially promote its products on social media, in their spas, practices, etc.

Action Items

Typically in the US market, new brands will need six months of consistent influencer posting before we begin to see conversions and positive results. For our client, after six months, we began to see the first conversions. Since then, the results have been continually improving. Throughout our partnership, we’ve been able to grow our client's awareness and drive conversions by building on and utilizing the influencer’s audiences and the trust in their recommendations.

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The Challenge

The Process

01

Outreach to Influencers

Our team at Blue Wheel creates a list of approximately 100 influencers each month, based on our strategic personas and client budget, and what we think would be a good fit for our client.

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02

Rate + Deliverable Negotiations

We specifically target mid-tier and micro-influencers with highly engaged audiences that align well with the brand and then negotiate the costs to ensure they fit within our monthly budget. For our partnership with the Canadian skincare brand, we prioritize quality over quantity, which has proven most effective for them so far.

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03

Discount Code Creation

Each influencer receives a unique discount code that customers can use to get 15% off their orders. In addition, influencers will earn a 10% commission on all sales they generate.

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04

Content Approval

Based on our findings, content featuring before and after skincare results, educational information about ingredients, and close-ups showcasing product textures tend to perform best for our client. As a result, we are focused on securing influencers who can create content in this style for the brand.

The Solutions

Despite our client’s success in Canada, launching a brand in a new country requires an investment in awareness and some patience. The Blue Wheel influencer marketing team worked to secure influencers in personas varying from skincare lovers to professional aestheticians. The goal was to spread the word about the brand's high-quality, performance-driven products.

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Our influencer strategy helped raise awareness for our client in the US and assisted them in gaining entry into several spas across the country. Our key steps in this process were outreach to influencers, rate + deliverable negotiation, discount code creation, and content approval.

Testimonials

As a new brand entering the US market, the Blue Wheel team really helped us ramp up quickly in the influencer space and utilize our budget most efficiently to gain traction and build efficient and effective influencer relationships. They also honed in very quickly on the personas and types of influencers that work for our brand making the entire process very efficient. Our influencer program with Blue Wheel has brought in a lot of first-time customers for us, opening up our brand to new demographics and customers. Overall these conversions are very cost-efficient when compared to other advertising channels.

A.C.

Canadian Skincare Brand

Canadian Skincare Brand

Canadian Skincare Brand

Results

1.02M

559K

94

Results

1.02M

559K

94

90

46

Services

The Problem

The Solution

Action Items

The Challenge

The Process