While male grooming has been gaining recognition throughout the globe, Asia had solely simply begun to catch up. GATSBY noticed that male grooming in Singapore was confined to fundamentals, and wished to advertise its facial wipes. GATSBY then launched #10SecSwag, to ship the message that customers look their finest in simply 10 seconds. #10SecSwag was met with resounding success as GATSBY achieved greater than what it had focused for this marketing campaign. GATSBY’s potential to faucet right into a rising client base and making its mark earlier than bigger rivals impressed the judges and secured them the bronze award for Best Use of Content Marketing at MARKETING-INTERACTIVE’s Loyalty & Engagement Awards 2021.
Challenges
Male grooming has been gaining recognition worldwide, with the worth of the lads’s skincare sector in Singapore experiencing upward development since 2010, in line with figures by market analysis firm Euromonitor International. In spite of this, GATSBY realised that Asia had been lagging behind the remainder of the world and was solely simply starting to catch up, thus using male grooming merchandise in Singapore was nonetheless largely confined to fundamentals corresponding to face washes, face moisturisers, pomades, toothbrushes, and pimple patches.
Keen on tapping into the burgeoning male grooming market in Asia, GATSBY wished to advertise its vary of males’s facial wipes, growing consciousness of the product and subsequently adoption amongst younger male working adults and younger male college students. With the aforementioned context in thoughts, GATSBY’s problem was in reworking its facial wipes from one thing Singapore’s males had by no means proven curiosity in, right into a every day important.
To that finish, GATSBY wished to create a marketing campaign that might enhance every day utilization of its facial wipes and acquiresign-ups for samples of the facial wipes. The marketing campaign would even be focused in direction of younger male working adults and younger male college students.
Strategy
To tackle its problem, GATSBY got here up with #10SecSwag, a marketing campaign designed to supply a brand-new proposition to the grooming world — one so compelling that males would haven’t any alternative however to start out swiping their option to swag. As a key barrier to the marketing campaign was an absence of familiarity with GATSBY’s facial wipes, its technique for the marketing campaign revolved round three key anchors – creating an irresistible worth proposition via the #10SecSwag thought, giving audiences compelling causes to attempt the wipes for themselves, and leveraging on influencer advertising and marketing.
To induce curiosity in GATSBY’s facial wipes, it wanted to determine its worth in a saturated subject of grooming merchandise. This was achieved via #10SecSwag, the concept of an unprecedented product that would assist customers look their finest in simply 10 seconds. Apart from conveying this distinctive proposition, GATSBY additionally chosen the theme of swag as a younger, novel manner of presenting the concept of wanting good; one that might resonate with our key viewers.
As GATSBY’s target market had largely by no means used its facial wipes earlier than, it felt that was crucial to place the product in customers’ palms and allow them to expertise the wipes for themselves. In doing so, the model hoped that it might see worth in the product and consequently be open to adopting the facial wipes each day.
According to Instagram, 87% of individuals declare that influencers have pushed them to make purchases. Coupled with the truth that Facebook and Instagram are platforms with a predominantly youthful viewers that falls inside GATSBY’s desired demographic, utilising influencer advertising and marketing throughout these platforms was a pure match for the model’s targets
Additionally, the instant entry to every influencer’s fanbase meant that GATSBY might attain out to a lot of new audiences, a key consideration in a marketing campaign the place product consciousness was paramount to success. At the identical time, tapping on a pool of influencers throughout completely different fields of curiosity would permit GATSBY to isolate viewers segments that could possibly be successfully focused with these pursuits in thoughts. The use of influencers would additionally permit the model to create an natural dialog round its facial wipes; one which would improve credibility with its youthful viewers by demonstrating actual individuals utilizing the wipes in real-life situations.
Execution
To attain out to its youthful target market, GATSBY sought out a unusual, energetic appear and feel that might convey the theme of swag whereas staying true to its model voice. The model additionally carried out the majority of its communications on digital and social media channels, in order to finest join with this up to date era of digital natives.
GATSBY labored with TMRW to create a marketing campaign microsite the place customers might study its facial wipes and signal as much as obtain free samples by way of mail. As a part of a marketing campaign refresh, the microsite was later up to date to function consumer opinions via a “League of Swag” part.
GATSBY additionally commissioned influencers to create posts on social media; together with static posts, video posts, and Instagram Stories. These have been posted in three separate phases and have been cut up up alongside three content material angles — working from residence, lively existence, and the final aimed particularly at driving gross sales of the facial wipes. Additionally, two separate units of digital banners have been created and delivered via the Google Display Network, in order to raised goal each segments of the important thing viewers
At the identical time, GATSBY carried out a marketing campaign giveaway from 29 July to 10 September 2020 on its Facebook and Instagram pages. In order to win Swag Packs price $50, members needed to submit images of them utilizing GATSBY’s facial wipes and tag the images with the marketing campaign hashtag, #10SecSwag. This served as an extra supply of engagement and pattern sign-ups
Lastly, GATSBY used a number of deliverables to coach audiences about numerous facets of its facial wipes; together with obtainable product variants, the advantages of every variant, and the best way to use the wipes. On high of standard social media content material, GATSBY additionally used Instagram three-grids to supply eye-catching visible selection. A printed cheat sheet was additionally included with every pattern pack of GATSBY facial wipes, demonstrating the best way to use the wipes in a easy three-step course of – cleanse, clean, refresh.
Results
The marketing campaign noticed over 14 million impressions throughout Facebook, Instagram and the Google Display Network, 68,000 hyperlink clicks and engagements, and 52,000 microsite touchdown web page views. It additionally noticed and common of 4,100 static put up engagements, 728 video engagements and three,558 story engagements from Instagram influencer content material. GATSBY additionally achieved its goals, with a 19% enhance in sell-through quantity, and over 18,000 sign-ups for its facial wipes samples – 20% greater than its marketing campaign aim.
https://www.marketing-interactive.com/leawards-2021-highlight-gatsby-makes-its-mark-in-male-grooming-category
