Campaign Objective:
Building on Blogger 2021’s success, we forged a partnership with Fashionista Leonie Barlow, former editor of Fashion Quarterly magazine. Together, we targeted mainstream “fashion-forward” consumers, showcasing the immediate benefits of the new Vanish Gold Pro Multi Power right before their eyes.
This collaboration aimed to highlight the product’s efficacy in addressing the needs of modern consumers while leveraging Leonie Barlow’s influence to resonate with a broader audience.
Influencer Choice:
Leonie Barlow is a well-known New Zealand stylist, fashion editor, and media personality. She has a strong presence in the fashion and media industry, contributing to various fashion magazines, television shows, and digital platforms.
Leonie Barlow is recognised for her expertise in fashion styling and trend forecasting. She has been involved in styling for editorial shoots, fashion shows, and celebrity appearances, influencing fashion trends and promoting New Zealand designers and brands.
In addition to her work in fashion, Leonie Barlow is also active in the media, providing commentary and insights on style, beauty, and lifestyle topics. She has appeared on television programs and contributes to online platforms where she shares fashion advice, product reviews, and industry news.
Her role as a judge and guest judge in fashion-related events and competitions further highlights her influence and authority in the New Zealand fashion scene. Leonie Barlow’s contributions to the industry have made her a respected figure among fashion enthusiasts and professionals alike in New Zealand. As a Vanish enthusiast herself this made Leonie the ideal choice to feature as the influencer in the 2022 Vanish campaign.
Results:
Despite this campaign running across the period where we had taken a significant ~+15% price rise across Gold Powders, the campaign was successful in maintaining Vanish market share at 61%, holding volume flat -3% and growing value sales +20% QTR ; +16.7% MAT*
*Nielsen Scan Data periods to 13/08/23