Embedded Files
Sometimes the best way to learn is to learn by example, so today I want to show you all an example of a brand that successfully pulled off an influencer event that was fun while also improving their engagement and brand awareness.
After seeing the success of influencer marketing from their previous two influencer trips, Shiseido, the Japanese cosmetic company, hosted another influencer getaway to a beach house in Malibu back in July 2021. This event was a three day trip, highlighting Shiseido’s sun-care line.
Someone might look at this event and think “Okay, this sounds like a random beach party in California.” But that’s where Shiseido’s genius comes into play. Something that is always important to pay attention to as PR professionals is timing. While it may not seem like it, having an event like this was specifically designed to take place in the summer on a sunny beach house in a warm climate like California because it was the optimal place for guests to use Shiseido’s sun-care products. This type of consideration should be one of the first things you think of when deciding where and when to hold your event: Is the purpose of your event relevant to any time-sensitive events?
The Malibu house where the influencers stayed
Credit: Jen Johnson
Another important factor in Shiseido’s event was how they measured their success. Erin Kelly, the director of integrated communications and influencer engagement at Shiseido stated that they used Traacker, an influencer marketing tool, to measure their goals which were Visibility, Impact and Trust (VIT). In order to reach those goals, they set up three specific objectives: prioritize video content, execute experiential moments and events and leverage on-brand VIP talent. By setting up their goals before settinag their campaign, Shiseido’s event is given direction and tangible items they can do to reach their goals.
Spin class with Michelle hinds Credit: Jen Johnson
Zume beach cleanup
Credit: Jen Johnson
Next, let’s talk about the activities they planned during the event. In accordance to their goals, many of the activities they had planned included influencer celebrities. Shiseido saw that many of their short-form videos with influencers performed better so they included many well-known influencers in their events to increase visibility with the content created. On Thursday, there was a morning meditation with mindfulness influencer Rosie Acosta, a spin cycle class lead by fitness influencer Nichelle Hinds with Angel Merino, a beauty influencer with 1.2 million followers on Instagram and lastly, a dinner with Roxette Arisa, an influencer with 250,000 followers on Instagram. The dinner itself included luxury food from Nobu, which offered “instagrammable” content for the influencers to take pictures and videos of.
On Friday, Shiseido led a beach cleanup called the “Shiseido Blue Project Beach Clean Up” with the World Surf League and WILDCOAST, an international team that conserves coastal and marine ecosystems. Volunteers cleaned Zuma beach while wearing the new Shiseido sunscreen.
While this is already a good CSR initiative for Shiseido, to show that they care for the environment, this event also links back to the product they’re aiming to promote, their new sunscreen. Aside from the connection that sunscreen is used on a sunny beach, Shiseido’s new sunscreen is marketed as being ocean-safe. Within the world of sunscreens, many are found to harm coral reefs and ocean-life which is why many national beaches will ban visitors from wearing certain types of sunscreen. With Shiseido’s ocean free sunscreen, it’s showing their audience that it’s safe to wear on beaches and can do good for the environment.
Shiseido had reportedly increased its Visibility, Impact and Trust score by 54% in 2021 and this case is one of the most well-known in the beauty industry for a successful PR campaign and event that increased brand awareness. In all, there is something we can all learn from Shiseido’s event. Always think of the smallest details, set goals and make reachable objectives to meet those goals.
Page updated
Google Sites
Report abuse