Urban Company has launched the #NoColophonyNoRashes campaign on YouTube and Instagram in association with female social media influencers category for promoting their salon-like services at home.
As part of the new #NoColophonyNoRashes campaign, the brand associated with influencers such as Neha Dhupia, Rashmi Desai, Barkha Singh, Hiba Nawab, more actors, fashion influencers and meme pages.
The Urban Company roped in a mix of nano, micro, macro and mega influencers after shortlisting them on the basis of their relevance to the brand’s target audience, which is females of over 21 years of age, along with taking into consideration the regional relevancy.
With the aim of driving consideration for Urban Company’s new innovation in the hair epilation space, the social media campaign highlights the popular problems of skin sensitivity in terms of redness and rashes post waxing and how the roll-on wax throws them out of the window.
According to estimated statistics presented by Sheeko, the brand has already crossed 12 million+ reach with over 50 lakh+ expenditure on the campaign.
Smit Janak Shukla, VP Marketing and Growth, Urban Company, said, “Urban Company is looking for about 30 million+ reach through a mix of micro and mega Influencers. Over 100 content pieces have already been released so far and the consumers are reacting positively to the remedial resort for a rash-and-redness free waxing with UC’s new 100% Colophony-free and temperature-controlled roll-on wax.”
“Through this campaign, we want to drive education and awareness around an ingredient called Colophony in regular tin wax which is the root cause of all redness and rashes on skin post waxing,” added Shukla.
Although the associated influencers were provided certain brand guidelines to follow, but it was still their call to decide as to how that has to be integrated into their content which resonated with their audiences in the first place, Shukla clarified.
Shukla also went on to reveal that the brand used a strategic mix of influencers when he said, “The initial buzz can be created through a heavy focus on Macro and Mega Influencers, however for driving education and sustaining the campaign momentum across longer time periods, micro and nano influencers usually work better.”
/buzzincontent-1/media/agency_attachments/ovtHKkiRFrKggtFNaCNI.png)
Follow Us/buzzincontent-1/media/post_banners/8b11ae0d9c09834c1cd6e6164c76d9a1ad3a01e9c05dd741415a524309c8d897.jpg)