There’s no doubt that Champo’s products are better than many of their competitors. Better ingredients, better results, and better for the planet. But our audience didn’t know that; in fact, they barely knew Champo at all. Not only did we have to make noise at the awareness stage, we had to educate our audience; but getting the message out wasn’t easy. Champo were entering a fiercely competitive space dominated by big brands (with even bigger budgets). So we needed a route to market that would build credibility – and fast.
Our strategy was split into 4 parts;
What’s the best way to build credibility? With credible people, of course. Influencers. Opinion leaders. Movers and shakers of the industry. We had to get them all on our side, vouching for the products in an authentic way.
Chāmpo had already established strong relationships with some high-profile names from shows such as Made in Chelsea, but we needed to increase their sphere of influence in niche communities too.
Alongside our major partnerships with macro-influencers, we also partnered with a number of micro-influencers on Instagram; an eclectic mix of beauticians, fashionistas and relatable everyday types.
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Chāmpo had also earned features in high-authority publications including Vogue and Elle; so we used this as a springboard to earn trust and justify the high-end price to our audience.
With our army of influencers mobilised, we briefed them on how to create content that aligned with Chāmpo’s core message. As with any influencer campaign, it was important that it felt authentic. So we gave our influencers free reign to create their own content; showing them using the products in their everyday routine.