1. Introduction & Context:
Founded in 2019, Lana Brasiles is a Brazilian beauty supplies company specializing in hair treatment products. Operating in over 30 countries, the brand caters exclusively to beauty salons and specialists, without direct-to-consumer (DTC) sales. To drive demand, Lana Brasiles aimed to establish authority and reputation among end consumers, encouraging them to request the brand’s products at their preferred salons.
2. The Challenge (Pain Point & Problem Statement):
Lana Brasiles faced a unique challenge:
- Indirect Sales Influence: Without DTC channels, measuring the direct impact of consumer-targeted marketing efforts was complex.
- Brand Awareness: Limited brand recognition among end consumers resulted in minimal product requests at salons.
- Tracking Effectiveness: The absence of direct sales data made it difficult to assess the ROI of consumer-focused campaigns.
Category
Media Buying Meta/Tiktok
Clients
Lana Brasiles
Location
Casablanca, Morocco
Led & Executed by:
Mohamed Chourouki
3. The Strategy & Execution (Step-by-Step Breakdown of Actions Taken):
To overcome these challenges, we implemented a comprehensive strategy focusing on brand authority and consumer engagement:
Phase 1: Consumer Education & Engagement
- High-Quality Content Creation: Developed educational videos and carousel posts showcasing product benefits, application techniques, and real-life transformations.
- Influencer Collaborations: Partnered with beauty influencers to share authentic experiences and tutorials using Lana Brasiles products.
Phase 2: Targeted Advertising on Meta and TikTok
- Custom Audiences: Utilized Meta’s Custom Audiences to target users interested in hair care, beauty treatments, and salon services.
- Lookalike Audiences: Created Lookalike Audiences based on engaged users to expand reach to potential consumers with similar interests.
- Engaging Ad Formats: Employed TikTok’s short-form videos and Meta’s carousel ads to capture attention and convey key messages effectively.
Phase 3: Salon Partnership Support
- Co-Branded Content: Provided salons with branded materials to display, reinforcing the brand’s presence at the point of service.
- Training Sessions: Conducted workshops for salon professionals to ensure proper product usage and enhance advocacy.
4. The Challenges & Roadblocks:
- Attribution Complexity: Without direct sales data, attributing consumer actions to specific campaigns was challenging.
- Content Authenticity: Ensuring influencer content remained genuine and aligned with brand values required careful selection and collaboration.
5. The Results & Impact (Before vs. After Data Comparison):
While direct sales data was unavailable, we observed significant indirect indicators of success:
- Brand Mentions: A 65% increase in social media mentions and tags by consumers sharing their experiences.
- Salon Inquiries: Salons reported a 40% uptick in clients specifically requesting Lana Brasiles products.
- Influencer Engagement: Influencer posts achieved an average engagement rate of 8%, surpassing industry benchmarks.
6. Key Takeaways & Lessons Learned:
- Educated Consumers Drive Demand: Informative content empowers consumers to seek out specific products, influencing salon purchasing decisions.
- Indirect Influence is Powerful: Even without direct sales channels, brands can effectively stimulate demand through strategic consumer engagement.
- Collaborative Partnerships Enhance Credibility: Working closely with influencers and salons amplifies brand authority and trustworthiness.
7. Conclusion & Final Thoughts:
By focusing on consumer education and strategic partnerships, Lana Brasiles successfully enhanced its brand authority among end consumers.
This approach led to increased product requests at salons, validating the effectiveness of indirect influence strategies in a B2B2C model.
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