WOW Skin Science: Nature-Inspired Solutions for Your Skincare
WOW Skin Science, founded in 2014, has quickly become a leading name in the Indian skincare market. The brand offers nature-inspired products, all formulated without harmful chemicals. It has grown significantly with a customer-centric approach and innovative digital marketing strategies. Its commitment to quality and transparency resonates with consumers seeking effective, safe skincare solutions, making it a preferred choice for beauty enthusiasts across India.
DRIM’s Formula for Beautifying WOW’s Sales and Reach
DRIM Global, recognized as India's premier performance influencer marketing platform, connects brands with its vast network of over 250,000 micro-influencers. DRIM uses advanced performance marketing models backed by robust algorithms and an advanced technology stack to maximize return on investment for its partners.
DRIM partnered with WOW Skin Science for a strategic campaign that significantly boosted sales and visibility. For this, DRIM focused on two models: cost-per-post (CPP) and cost-per-order (CPO).
This strategic campaign started in June 2024 and generated incredible outcomes within 3 months.
Reel with 1.3 Million+ Views and 42K+ Likes
WOW’s Performance Strategy Targets
- Enhance brand visibility and drive e-commerce sales through influencer marketing.
- Increase keyword search volume on Amazon to attract potential customers.
- Promote seasonal products effectively with targeted discounts to boost sales.
How WOW Skin Science and DRIM Nailed It with Influencers?
DRIM combines advanced technology and market insights to pinpoint the most effective influencers. For WOW Skin Science, the focus was to boost brand visibility and e-commerce sales effectively.
Strategic Model Selection
DRIM initiated the campaign by first defining the models to be used for the performance campaign. This included the following:
- Cost-Per-Post (CPP): This model focuses on paying influencers based on the number of posts they create about the brand, ensuring that the investment is directly tied to the content produced.
- Cost-Per-Order (CPO): This performance-based model compensates influencers based on the actual orders generated through their promotional efforts, aligning influencer incentives with sales outcomes.
The ultimate aim was to build a campaign around WOW Skin Science's brand values and target audience that can help build a positive brand image.
Data-Driven Influencer Selection
The influencer selection process was based on DRIM's algorithm that segmented influencers based on their engagement rates, relevance to WOW’s product line, and past performance in similar campaigns. Hence, 75 out of a pool of 195 influencers were finalized.
Influencer Content Approach
DRIM provided detailed content creation guidelines to ensure all publications resonated with the intended audience and brand voice as below:
- Product Benefits: Showcasing key benefits like hydration, soothing effects, and natural ingredients.
- Personal Experiences: Influencers shared personal testimonials to enhance credibility.
- Educational Content: Detailed tutorials and usage demonstrations with topics like tutorials about 5-step skin care and more to educate the audience.
- Add-on Discounts and Coupons: The appeal was enhanced by offering an exclusive discount through influencer-shared coupon codes, which stacks on top of existing Amazon discounts.
All these encourage immediate purchases and add value to the audience’s shopping experience, thereby boosting engagement and sales.
As a result, 190 content pieces were strategically published for over 56 days to maximize reach and impact.
Consistent Follow-Up
DRIM ensures that everything is managed and optimized. This ensures all objectives are met, trends are followed, and returns are gained as expected. The final result for the WOW steadily showcased all these, wrapping the campaign with 2.38 M+ views and 64K+ likes.
Core Strategy Implementation at the Start
Authentic Connections: DRIM chose influencers who were genuine skincare enthusiasts. This authenticity ensured that endorsements for WOW Skin Science products were credible and resonated well with the audience, thereby enhancing brand trust and loyalty.
Balanced Influencer Mix: The campaign strategically utilized a mix of macro, micro, and nano influencers. This approach allowed WOW Skin Science to reach a broad audience while engaging niche groups deeply, increasing overall campaign effectiveness.
Engaging UGC Focus: DRIM encouraged the creation of user-generated content such as tutorials, beauty tips, and DIY routines. This informative content helped foster community among users, making the brand more relatable and engaging.
Innovative Approaches for Enhanced Success
Localized Vernacular Strategy: Recognizing the diversity of the Indian market, DRIM onboarded influencers fluent in regional languages like Punjabi and Kannada. This strategy helped connect with audiences more personally and culturally, making the campaign more inclusive and effective.
UGC-Driven Campaigns: The focus on authentic user-generated content continued, emphasising male influencers creating relatable content. This included DIY skincare tutorials using WOW products, which helped demystify skincare for men and broadened the brand’s appeal.
Innovative Content Styles: DRIM experimented with various content formats, such as behind-the-scenes ('Amazon doesn’t want you to know'), unboxing videos, how-to tutorials, before-and-after content, and influencer reviews. This variety kept the content fresh and engaging while constant performance data analysis and optimisation ensured the strategies remained effective throughout the campaign.
WOW’s Beautiful Outcomes from Campaign
With just 75 influencers and 190 publications, this campaign not only reached but redefined WOW's audience engagement. The initiative amassed an astounding 2.38M+ views, complemented by 64 K+ likes and 1 K+ comments, highlighting the magnetic appeal of the content.
Viral Sensations and Consistent Achievers:
- Viral Success: One content reel achieved viral status with nearly 1.9 million views, powered by its highly engaging user-generated content.
- High-Performance Content: Three additional reels each surpassed the notable milestone of 100 K+ views, illustrating the compelling appeal of our campaign content.
- Broad Influence: A total of 8 reels exceeded the impressive mark of 50 K views each, and 21 reels crossed 10 K views, demonstrating the campaign's extensive reach and impact.
Project Maestros Behind Grand Success
- Project Head: Ksenia Korneva
- Senior Scout: Yuliya Koshelenko
- Senior Key Account Manager: Harshita Gupta
- Head of Scouts: Anna Morozova
- Head of Growth: Anwesha Sarker