67 Shades of Skin: How Buttermilk Delivered Dior’s Most Inclusive Influencer Activation to Date – [Talking Influence]

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Buttermilk is a global influencer marketing agency with a specific focus on the beauty, food and wellness sectors. Buttermilk Agency was tasked with celebrating the launch of Dior’s Forever Foundation; a range with 67 unique foundation shades.

Key campaign objectives

The key campaign objectives were to drive global awareness and generate buzz around the new Dior Forever Foundation as well as showcase the wide range of shades available. It was important to celebrate the product’s diversity with an ambassador representing each shade and educate consumers on the market-leading product properties (e.g long-lasting coverage). The campaign also aimed to create branded content fit for re-usage on Dior’s owned channels.

Campaign process and execution

The influencers selected were to be the key component dictating the success of the campaign. Buttermilk consulted its CRM of creators and set the following qualitative and quantitative filters:

Quantitative Filters:

Engagement: Only high performing influencers were to be considered (3% and above). Past-performance: The team analysed influencer past performance data from previous campaigns. Authenticity: The team used internal software to scan the influencer’s audience for ‘suspicious accounts’. |Influencer Location: Buttermilk’s software allowed us to access a diverse selection of influencers in key consumer …

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