we used influencer marketing to launch a new skincare start-up and reached over 300k followers

ClientVice Reversa
scopeBrand Strategy \ Campaigning \ Influencers

300k+

Followers reached

Average engagement rate

7,500

likes

the next generation of skincare is here

Skincare start-up Vice Reversa secured the rights to patented new microneedle technology from South Korea. But how should this ground-breaking technology be presented to European consumers? Pull delivered a myriad of insights from cost-effective consumer research, a compelling positioning and brand story, and a launch plan. The launch included an 8-week micro-influencer campaign reaching over 300K followers on Instagram smashing engagement benchmarks along the way.

skincare – moved on

For centuries, people have dreamt of a way of getting active beauty ingredients under the skin. Doing so has remained the domain of a professionally administered hypodermic needle – until now. New brand Vice Reversa has defined a new sub-category within the skincare market with their patented microneedle patches. This next generation Korea technology pioneers medical grade home-treatment patches with a superior, patented, pain-free dissolving crystallised serum needle, designed to deliver active ingredients under the skin.

Focused on reducing wrinkles and fighting spots, their challenge was how to bring this innovative technology to the masses. But how would consumers react to the idea? Who will adopt it first? How do you explain the idea simply? And how can Vice Reversa lead this new category?

what we did

Pull conducted consumer research via a skincare attitudes survey of over 1,000 consumers and focus groups. Findings were combined with our own Future of Beauty research and category experience to provide critical insights about health and beauty consumer’s attitudes to microneedle patches. This allowed us to establish how the product would fit in with the target consumers’ beauty regimen and who the product would appeal to most.

Based on the research and facilitated expert groups with the client, Pull developed a Brand Blueprint™. This delivered a solid foundation for taking the brand to market: A brand character that was high tech and smart, but at the same time cheeky and irreverent. Also delivering a compelling back-story, copy strategy and communication hierarchy.

getting the good stuff under the skin

With the brand-building momentum and product listings landed with Superdrug, Vice Reversa looked to Pull to develop the perfect social media strategy using micro-influencers to demonstrate and promote the brand.

Micro-influencers generate a much higher engagement rate than large-scale influencers, with 50% of consumers saying they would consider buying a product featured by an influencer they follow.

Consumers view micro-influencers as more authentic, and believe they typically showcase and promote products and services that genuinely reflect who they are, or are interesting to their followers. Vice Reversas’ micro-influencer campaign was also key in building a bank of assets for launch, as they didn’t have the budget for a big photoshoot.

finding the right influencers

Pull has access to thousands of quality micro influencers across different categories. Once a set of influencers is identified, we can guarantee the reach of the campaign. Pull’s dedicated digital marketing team then work with the influencers to produce high quality content for our clients. Pull fully manages the campaign including reporting, brand safety checks, and nothing goes live without client approval. And the best bit? The content is owned by the client including global rights across digital forever.

Pull used 16 influencers across Vice Reversas’ 8-week campaign and asked them to produce content solely for Instagram. We wanted carousel images as we know these perform best on the platform, as well as a story that included a swipe-up action. The brief was to include before and after shots to show the performance of the product, as well as tutorials on how to apply the patches.

the results

Launching across March & April 2020, this campaign came at an unfortunate time during the beginning of the UK COVID-19 lockdown, meaning Vice Reversa launch into Superdrug was also delayed. Despite this the campaign was a great success for Vice Reversa. Across the 8-week campaign period, we reached 312,558 people across Instagram, achieved a 3% engagement rate (category benchmark 1%), 7,491 likes and 921 comments. As stores started to reopen and consumers return to the high street, it’s exciting to see the full strength of Vice Reversa’s launch in Superdrug and beyond.

“NAILED IT.

WORKING CLOSELY WITH CHRIS AND THE TEAM, WE HAVE BEEN ABLE TO GET THE CLARITY WE NEEDED TO MOVE TO THE NEXT STAGE OF OUR BRAND JOURNEY. THE BRAND BLUEPRINT PROCESS WORKED REALLY WELL FOR US AS A SMALL START-UP WITH BIG AMBITIONS.

THE INFLUENCER CONTENT IS GREAT WITH SOME REALLY NICE STORIES IN THERE!

WITH NEW PERSPECTIVES AND GREAT ENGAGEMENT WE NOW HAVE A TOOLKIT THAT WE THINK OF AS A LITTLE NUGGET OF GOLD WE CARRY AROUND IN OUR SUITCASE.”

Peter Tighe
Partner - Vice Reversa

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