LEVERAGING ORGANIC CHANNELS TO LAUNCH A NEW BRAND ACROSS MULTIPLE MARKETS
In 2022, new beauty brand ETC. launched its debut product capsule to the Spanish and French markets, leveraging a strategic partnership with Spanish actress Hiba Abouk to drive awareness and visibility for the brands. While ETC. Beauty was a totally new entrant in the beauty industry, Hiba's significant presence in both countries made her an ideal collaborator. Internally, the brand business model required that we prioritise an organic-first approach to supporting the launch, placing an emphasis on its content strategy rather than investing heavily in costly awareness-driven activations that may not guarantee substantial sales results. Therefore we developed a campaign that aimed to highlight the unique selling points of the products, including their versatility and natural qualities, whilst leveraging Hiba's persona to provide context and establish an engaging "celebrity endorsement."
HOW WE DID IT
To ensure a successful launch, we implemented a comprehensive omnichannel strategy that encompassed various key channels:
Press Engagement: We collaborated with two separate PR agencies, one in Madrid and one in Paris, to operate within their respective local markets. This approach allowed us to generate a significant volume of high-quality press mentions and build relationships with influencers across both markets
Events: We organised intimate dinner events in both Paris and Madrid to celebrate the product launch. These events not only created buzz but also gave attendees a firsthand experience of the product, fostering a sense of exclusivity
KOL/Influencer Seeding: We allocated 100 units of ETC.’s new launch gift set for organic gifting to top-tier influencers in both markets. This strategic move helped generate authentic and organic buzz around the product
Paid Media: Our focus was on upper and mid-funnel campaigns aimed at increasing awareness and driving traffic to the brand's website. We also incorporated some lower-funnel conversion ads to encourage sales.
THE RESULTS
Our multi-faceted approach yielded strong results across various key performance indicators:
Media:
3.9 million impressions
1.4 million unique reach
€3.83 CPM (Cost per thousand impressions)
1.93% CTR (Click-through rate)
Advocacy:
Product seeding to micro and mid-tier influencers led to over 711,000 organic media impressions, with an estimated EMV (Earned Media Value) of €10,640.
Key Brand Features in:
Vogue France
Elle France
Marie Claire France
Europe1
Stylist France
Harper’s Bazaar Spain
Glamour Spain
eCommerce Performance during the first 6 weeks of trading:
17,000 web sessions
€10,100 in revenue
188 orders
0.93% CVR (Conversion Rate)
Average basket size of €53.70.
Conclusion
The success of ETC. Beauty's product launch in Spain and France demonstrates the power of strategic partnerships with relevant celebrities, KOLs (Key Opinion Leaders), and influencers, coupled with an organic-first launch strategy approach. Leveraging their reach and authenticity can significantly expand awareness and visibility, especially when introducing a new product. Moreover, by combining top-tier products with a compelling story, brands can achieve meaningful results and secure valuable features in prominent publications. ETC. Beauty's launch strategy is a testament to the potential that lies in connecting with your target audience through influential figures and crafting a unique narrative around your brand.
