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11 min read | November 5, 2018

Rebranding campaign? Take a chance on influencers

“Beauty should reflect the best version of yourself, your inner self, which is confident and sure in itself.” These are the words of one of the most famous influencers in the world, Gala González, for Douglas Cosmetics’ rebranding campaign. Various Spanish influencers, such as @rocio0sorno, @gracyvillarreal, @meeeeeeeel_, @marvaldel and @meryturiel, posted on their Instagram feeds responding to the question, “What is beauty?”, with the campaign hashtag, #TheNewDouglas.

Marketing de influencers

Results from searching for hashtag #TheNewDouglas

But, why did the cosmetics brand chose this hashtag, and why such characteristic Instagram posts? Because these influencer marketing actions are focused on reinforcing their national rebranding campaign on social media.

After acquiring BodyBell and Perfumerías If, Douglas Cosmetics’ goal is to be the most referential perfumery chain in Spain. As well as carrying out other offline marketing actions, such as renovating their stores nationwide, they’ve taken a chance on the online world. Costas Antimissaris, CEO of the company, says: “For us, online channels are an important strategic pillar, and we’re going to put a lot of work into them this year”.

Why collaborate with influencers for a rebranding campaign?

A new look, renovated stores, a new logo and a brand new business plan; these are just some of the rebranding actions that the perfumery chain are executing, and, of course, they needed to market it. And what’s the most effective way to share a message on social media? Collaborate with influencers, for the following 4 reasons:

  1. Reach your target audience in a more direct way. Hundreds, thousands and even millions of people religiously follow their favourite influencers’ publications, whether it be on Instagram, YouTube or any other social network. They’re the perfect channels to reach and impact a great number of people with just one profile and without resorting to intrusive marketing.
  2. Transmit your desired brand image and message to the audience. A picture is worth a thousand words, and Instagram certainly understands that, hence why this is the ideal social network for publishing content related to a brand’s image. In this particular case, that means pictures and videos in black and white.
  3. Generate conversation and brand loyalty. Who better than influencers to generate brand loyalty? Influencers are capable of transmitting messages in an natural way to their audience, who trust their opinions.
  4. Create expectation. Launching a countdown with influencers is the perfect technique to generate a desire to purchase products or to visit the newly renovated shops and discover the brand’s new image.

Influencer marketing campaign results: #TheNewDouglas

The image the brand wanted to transmit was clear, as well as the message: a new concept of beauty, a personalised experience and a new way to treat clients.

So, how did they share this message on social media? As we’ve seen in this article, with publications on various influencers’ feeds and videos with top celebrities and influencers, such as @galagonzalez, and clear, concise content in black and white, in which their collaborators are talking about “true beauty” means to them.

If we analyse some of the influencers’ posts, we get the following results:

Influencer marketing

Results obtained via Influencity’s software for the combination of 5 posts by @rocio0sorno, @gracyvillarreal, @meeeeeeeel_, @marvaldel, @meryturiel

These five posts on Instagram managed to reach nearly 4 million people (the vast majority of them women) and obtained more than 33,000$ of Earned Media, with Spain being the most impact country.

So, from the five analysed posts, which one performed best?

We’ve seen data from the combination of the five best posts, but which one managed to reach more people? Which one had the best engagement rate?

If we had to choose just one post which achieved the best results, it would be that by Rocío Osorno, with a 6% engagement rate and a significantly higher Earned Media than the rest of the publications.

In conclusion, to achieve a rebranding campaign’s objectives, it’s important to communicate the brand’s new image on different mediums, as well as carrying out previous research and choosing to collaborate with influencers to transmit your message is one of the most effective strategies for reaching your target audience.

Want to jump on the influencer marketing bandwagon? Get in touch with us and we’ll help you put together a successful campaign!

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