Coccolino Care, launched. Influencer UGC. Publisher reach.
Coccolino is a brand with tradition, known for its soft and fluffy effect on clothes, as well as for the fact that it is symbolized by a beloved character, the Coccolino bear.
Real people using the new line, on social and across publishers.
Challenge
Build awareness & visibility for the new Coccolino Care product line, in the cleaning category, as a premium care detergent brand.
Solution
The brand was looking to target women, young professionals, that are confident, active and energic, interested in keeping the same level of care for their clothes – as they care for themselves. They could be travel buffs, active people, music & entertainment enthusiasts, interested in trends and fashion. The choice of influencers was done through Flaminjoy, with thousands of influencers organized by Size, Location and Niche. Sorting them by the largest engagement rate or reach was simple enough, using the built-in tools. Then, the list was validated with the client and 9 micro-influencers were chosen. They represented the essence of what Coccolino was interested in for the new Care product line. After receiving the brief and the product packages, the influencers went to work creating incredible work, based on the requirements.
Results
The campaign was a success on both mediums (Social Media and Display Publisher Network) with over 3.300 social interactions, a Brand Lift of 2.7% and a Clickthrough Rate that was 8X higher than the industry average. Coccolino made a splash by launching its new product line, featuring real people using the products in natural environments. This gave Coccolino Care a level of trust that standard branded ads do not provide. Social Display meant a guaranteed Reach of 1 Million targeted people, with specific interests in the brand’s focus.
