Wahl, a leading manufacturer of men's grooming, pet grooming, and massage products, wanted to create awareness, spark engagement and create relationships with a variety of established influencers.
Using an organic approach, HY identified thousands of influencers across categories and platforms. We used personalized messaging to build authentic relationships and sent hundreds of products for influencers to try and share feedback with the brand and their followers.
The influencers shared:
Exciting “unboxing” stories
“How-to” content & reviews
Instagram in-feed posts & YouTube videos
Wahl established relationships with hundreds of influencers who provided high-quality content and direct feedback about products. The influencers posted consistently and multiple times throughout the program. They continue to act as brand advocates by posting and recommending the products.
Influencer Conversion Rate
HY handpicked each influencer based on personality, content, and brand alignment. This curated list of influencers embraced Wahl’s products and created impactful content their communities could relate to and engage with.
HY’s organic approach to identifying and contacting influencers allowed for control and insight to ensure that influencers matched brand standards. Personalized messages to each influencer identified what made them a match for the brand and feedback proved this approach fostered goodwill.
Personalization is Key
Due to COVID-19, usual steps taken when shipping products were unavailable, like designed boxes and printed cards. However, we still wanted to put a personal touch on our communication. The team designed personalized digital cards to be sent with tracking information to keep influencers engaged and updated.
To ensure success, the team kept a pulse on all interactions and pivoted where necessary. Between updating criteria, adjusting messaging, cross-promoting between value streams and ordering branded swag, the team identified ways to keep influencers engaged and increase conversions.