The challenge
To coincide with the launch of their new product Redken Radiant-10, L’Oreal required an equally radiant digital campaign, so they got in touch with Pancentric Digital.
Prior to the campaign Redken had 3,000 Facebook fans and awareness of Radiant-10 was limited due to no UK specific website. Pancentric Digital was asked to raise brand awareness, increase engagement and further Redken’s reach on social platforms.
Strategy and execution
Pancentric Digital developed an online campaign to promote Radiant-10 using Facebook. Making full use of its sharing elements, they designed an app allowing users to sign up for a free Radiant-10 sample if they were a fan of the RedkenUK Facebook page. By using a like-to-unlock feature L’Oreal were able to capture key data for Redken about their audience and increase their marketing database. The app also utilised Facebook’s recommend a friend feature which helped increase Redken’s reach and visibility.
To optimise reach and brand engagement the campaign was also supported by synchronised editorial content on Facebook and Twitter; pushing all of Redken’s key messages. Additionally, a ‘Sample Countdown Clock’ provided tentative fans with the impetus they needed to request one of the 3500 Radiant-10 samples that were eventually sent out.
Digital Strategy Director Jimmi Prebble said: “We’ve been working with L’Oreal and their Redken team to develop and execute our digital strategies across both the salon and consumer markets over the last 5 months. The results of the Redken Radiant-10 campaign surpassed everybody’s expectations in terms of engagement and database growth. We’d distributed 3,500 samples in less than 72 hours. Going forward we’ll be working with Redken to continue to grow their online presence and deliver increasingly sophisticated engagement strategies for both consumer and salon markets.”
Results
The campaign was a huge success, producing some great results:
– 3,500 samples were requested within 72 hours
– Redken gained 7,636 new Facebook fans in 7 days (216% growth)
– In 4 weeks 5,105 application entries were captured
– 2,499 data opt-ins for future marketing communications were gained
– There were 5,005 voucher downloads
– There was a 70,975 reach of campaign posts
– 83,432 impressions were made in friends of fans’ timelines