How skincare companies can win customers without a celebrity campaign [EN]
The Skin Care market is a large segment of the cosmetics industry that has experienced significant growth every year. That’s why many new businesses try their best to penetrate this market, but the major barrier to entry in this segment is the big-budget needed to create a celebrity campaign.
As famous people have always made excellent salesmen and present a familiar face, a celebrity campaign is one of the fastest and easiest ways for companies to create strong brand associations in the minds of consumers. That is why the leading companies never hesitate to invest as much as they can to hire the top stars to be a part of their campaigns.
As for the smaller companies with less budget, what alternatives do they have to win customers without using those big name celebrities? Today, we share our experience of helping clients drive sales without big investments in a celebrity campaign.
‘Opportunities’ are still out there.
The skin care market represents a red ocean with intense competition and the leading brands always implement at least one of the following strategies:
- Hiring top stars to promote products
- Owned by celebrities
- Sign a contract with distributors.
That’s why low-budget brands have found it challenging to compete with top brands because they have an inadequate budget to hire top stars or launch TVC to lift up brand awareness.
But in this digital era, online marketing has paved a new path for smaller brands . Take a look at these case studies and learn how we help drive our skin care clients to success online.
Invest in the right channel and the right time
This first case had been suffering from decreasing sales over 5 years even though it had made a big splash when they first entered the market.
The big challenge posed to Heroleads was how to bring back customers and become the talk of the town again without using celebrity marketing to lift up brand awareness.
We selected an ‘invest to the right target’ strategy for this case as we are able to analyse big data and learn customer insights before launching the campaigns. As the campaigns went viral, we tracked their performance to learn more about customer behaviour and improve the targeting method for the next campaigns.
This tracking allowed us to understand the target market even more. Previously, our clients focused on the teenage market for their acne treatment products but after tracking, they found many opportunities in other segments to increase sales.
Less investment is needed for better performance as you invest in the right channel at the right time.
Speak sincerely and you will not need any stars.
People may have trusted the stars in the past but now they aware that all celebrities are paid to promote beauty products. So, the leading brands found that celebrity campaigns are not worth investing in anymore.
Thus, sincerity is the key to success in this era. Our client in the next case study implemented a micro-influencer strategy along with other marketing plans to achieve their goals.
The strength of micro-influencer marketing is trustworthiness, as most of their followers are friends or relatives, so they tend to trust each other more.
Apart from selecting influencers, we also wrote a script for micro-influencers to follow to ensure they present the company in a reliable and memorable way and donot only review the benefits of products.
Outcomes:
- Our effective targeting resulted in overachieving the KPI by 300%Sales increased by 250% within the first month after launching the campaign.
- Brand bounced back to making a profit after 5 years of deficit
Summary:
- The competitive environment has changed. Any brands can compete to win customers in this segment with lesser investment.
- Online marketing allows brands to raise brand awareness and boost sales in various ways so entrepreneurs don’t have to depend solely on celebrity marketing. The key to success is to know your customers and know how to reach them.
- Mixed media is a must to capture customers’ attention along the customer journey in the multi-screen era. Getting advice from digital experts is essential here!
