In the wake of the recent launch of their latest variant, Joy black soap, the brand aimed to bolster awareness and drive product trial and conversion through influencer collaboration. Adopting the principle of ‘less is more,’ we enlisted 12 micro influencers across Instagram, TikTok, and YouTube to integrate Joy black soap into their content creation, focusing on four directional videos:
- Discovery: Documenting their initial purchase and the reasons behind their interest.
- Usage: Incorporating the soap into their skincare routines.
- Review & Recommendation: Providing authentic feedback and endorsing the product.
- Continuity: Expressing ongoing loyalty to the brand due to its favorable attributes.
Engaged and managed influencers for effective participation during the campaign.
Achieved agreed number of posts from the influencers.
Recorded positive product feedback from the influencers and their followers.
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