PS:I canvasedopiniononthisone
fromsomecolleagueswithinthe
targetaudience,theirresponse
waslukewarm.Importantly,
it lackedthecornerstoneof
goodinfluencermarketing–
authenticity. The whole scenariofromthestyling,totheproduct
applicationfeltforced.If youread
thecaptionyougeta suggestion
ofwhattheproductisabout,but
thevideoitselfdoesn’ttellyou
much,otherthanhowtowash
your hair while wearing a swimsuit.GD:Theattractivemalefriend
whofilmedtheattractivegirl
intheTresemmepostgets
histurntosoapupinthisbig
budgetbiopic,whichincludesa
dramatictoiletpapertearshot!
Theteamatdollarshaveclub
arenowrethinkingtheir entire
marketing strategy.KM:Cartia’spartnerJoshvlogs
prettymucheveryaspectof
hislife.Thisproducedpieceby
Gillettetakesusthrougha “little
bitof[his]morningroutine”
thatincludesa surf,a workout,
a shave,andanonlineorder.A
bitexcessive?Perhaps. Kept me
watching?Alsoyes.PS:It’snicetoseeGillette
employingnoveltacticsto
tacklethebeardedmasses.I
mustconfess,I don’tfollow
JoshHeustononInstagram,
howevermanypeopledo,
andthisadwillhavegiven
thema windowintohis
morningroutine,sothat’sa
bigtick.IfI hada criticism
it wouldbethat,withits
linearnarrativeandproduct
integration,it feltalmost
toomuchlikea regularTVC
rather than social content.TRESEMME
instagram.com/
p/BzaWNXXhbaE
Influencer:
CartiaMallan
Followers:
494,000
GILETTE
instagram.com/
p/B0A_vdRlc8f
Influencer:
JoshHeuston
Followers:
553,000GD:Attractivegirlwhowears
batherswhenshoweringwashes
herhairwithTresemmeas
boyfriendplayfullyfilms.Ofthe
146,600peoplewhowatchedthis,
146,536weremoreinterestedin
wheretheycanget that nice black
showerfixture.
KM:Cartia’sfeedisfullofgolden
houreuro-summerdreamsand
#relationshipgoalswithher
partner.Becauseofheraudience’s
expectations,a simple“howto
shampoo”videowouldn’tfit.
Byshootingfroma partner’s
perspective,it addsa layerof
authenticityandfuntoa product
that’sbelievablefora travellerdue
to its availability and price point.