LAUNCHING SALLY’S FIRST-EVER INFLUENCER PROGRAM
The first concept I managed as Copy Manager was the launch of an influencer program, including a multi-phase contest, tone & voice build, and a four-phase omni-channel rollout.
HAVING THAT GLORIOUS
“A-HA!” MOMENT
The first obstacle to tackle was naming the potential team. We wanted the tone and voice to lean toward a younger demographic, with lots of fun and energy. We very quickly landed on one of my top picks #SallyCrew. From there, I set up the tone & voice deck with content we could begin working into the concept deck. Seeing it all come together, we all knew we made the right choice with #SallyCrew.
THE BUILDOUT: AN EPIC JOURNEY
Once we set the tone & voice, I could start building out the contest and launch content — and boy was it a lot! The contest ran from January to September — the four winners were announced in November. To create some exciting, engaging content, we worked with an agency to make a sizzle video about the contest. I wrote the script and worked with the Designer to make sure it was appropriately represented visually.
INCREASED ENGAGEMENT — SUCCESS!
Since the launch of #SallyCrew, we’ve seen a rise in clicks and follows and have been able to leverage the influencers to help develop engaging content with that pro edge.