Connecting with the right people with the right message at the right time is essential to the success of any marketing campaign. Integrated Communications Agency Flare Communications has ridden on one of the trending influencers Keung To to create an interesting yet dynamic video for Hair Recipe's Kiwi & Fig Shampoo and Conditioner. The video resonates with consumers' daily life and is aimed at connecting consumers in a more meaningful way.

From identifying the appropriate influencer via AI-powered analytics tools to adopting a creative idea that can engage fans and followers, the campaign hoped to drive social conversation to better engage the audience. Apart from leveraging the of power influencers, the campaign also engaged media portals to maximise awareness and instantly created the “talk-of-the-town” effect.

To surprise audiences and customers, the video started from a creative point of view of a lady. After that, Keung To offered that audience the freshest surprise with Kiwi and Fig and massaged scalps with Hair Recipe’s latest refreshing scalp essence that received overwhelming feedback online. The successful campaign has achieved outstanding results on social media.

This year, the campaign won two bronze awards for Best Campaign - Retail and Best Influencers Strategy categories at esb电竞数据投注电脑版-Interactive's PR Awards 2021 Hong Kong.

The brand shared insights and reasons for the success. "Hair Recipe decided to work on a social campaign with the most engaging, popular and on-equity influencer in town, and that's why we worked with Keung To," said Desmond Chow, senior brand manager for Hong Kong and Taiwan, Hair Care.

"As the first ever haircare brand in Hong Kong leveraging a male influencer in the market dominated by female customers, we have leveraged heavily on consumer insights to develop a boyfriend-point-of-view social campaign to drive engagement and the talk-of-the-town effect for Hair Recipe. The result was encouraging as we had the highest number of shares and received plenty of social buzz for months,” he added. 

This article is sponsored by Flare Communications.

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