NANO & MICRO INFLUENCER ACTIVATION
We supported the launch of a new paper towel format on the French market by developing its uses outside the kitchen. 2,500 engaged Nano & Micro Influencers were recruited on our TRND community to generate recommendations based on real life “home accidents”. All were aged between 25 to 49 years old and had either a child, a pet or a passion for decoration & DIY. These different consumer groups represent the versatility of the paper towel and the importance of being able to blend it into the décor of any room.
92% purchase intention for the Okay innovation
After a month of dialogue, product experience and education, 99% approved that Okay Pratic’ is always at hand. They spread the word on every available channel in offline & online. Jennifer DIAZ (Marketing Manager HHT for France, Belgium & Italy) stated: “The campaign was a real success for the brand, demonstrating strong consumer commitment. Okay was able to make this product innovation visible, recruit new consumers, and rely on the content generated by the influencers.” Product reviews were leveraged on the brand website and claims – such as 98% would recommend Okay Pratic’ – were added on their packaging to maximize product discovery.