Innovative brand O’Wow, provides healthy and safe home treatments as alternatives to the chemical-rich salon hair treatments. With such a brand new concept, gaining trust from an audience was key, so taking advantage of the influencer space seemed perfect. It’s well known that influencers have very targeted audiences - over time they’ve proved themselves as thought leaders in their industries and grown their audience. By being selective about which brands they promote, they’ve gained their followers trust when it comes to recommendations.
From sourcing influencers and engaging with them, to negotiating deliverables, approving content and tracking results, O’Wow used ZINE in all its glory. O’Wow used the platform’s filters to identify influencers that matched their requirements. Their decision to approach both macro and micro-influencers allowed them to reach a huge, yet very targeted audience, with the majority showing immense interest in hair and beauty. O'Wow offered influencers a free product in exchange for promotion on instagram.
O’Wow generated diverse content from influencers who used the kit and were not at all shy to shout about the unbelievable results. Published influencer content varied from Instagram stories educating followers about how to use the product; on-feed flat lays; and before and after results. Some influencers even exceeded the minimum content requirements and tagged the brand in more than the agreed amount of posts. As each influencer posted, O’Wow saw real-time analytics highlighting how the posts performed through ZINE’s live reporting tool.
Within the first 30 minutes of reaching out to 438 influencers via the platform, O’Wow quickly received positive responses from influencers happy to collaborate and create content for the campaign.
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-Georgiana Grudinschi, CEO