Living Proof Influencer Marketing
Fall 2024 | Adobe Illustrator, Photoshop, Creative Brief Production
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I developed an influencer marketing ad concept for Living Proof, a brand known for its scientifically-backed, health-oriented hair care products. The focus of the campaign was on Kelsey Anderson, a popular influencer from the TV show The Bachelor, who has a significant following among Gen Z and Millennial women, particularly those interested in health, wellness, and beauty. The ad format chosen for this campaign was a tutorial video, where Kelsey demonstrates her hair care routine using Living Proof products to achieve thick, smooth, and healthy curls. The goal of this campaign was to engage Kelsey’s audience by showcasing how Living Proof products could transform their hair care routines, building trust and inspiring them to try the products with an exclusive 40% discount.
How did I prepare?
In preparation for this project, I conducted extensive research into both the Living Proof brand and Kelsey Anderson’s social media presence. I analyzed the brand’s product offerings and key selling points, such as its commitment to being 100% silicone-free and using nourishing ingredients like proteins and amino acids. I also researched Kelsey’s audience demographics, noting that she appeals primarily to women who are fans of The Bachelor and interested in wellness and beauty. Additionally, I reviewed popular influencer marketing strategies to understand how to structure an effective tutorial video that resonates with viewers. This research allowed me to craft a compelling narrative and establish a genuine connection between Kelsey’s personal brand and Living Proof’s message.
How did I put my plan into action?
To put my plan into action, I began by writing a detailed script for Kelsey’s tutorial video. The script guided her through the steps of using the Living Proof shampoo, conditioner, and curl cream, while highlighting the benefits of each product. I ensured that the video would be relatable and engaging by using conversational language and a personal tone. The script also included clear instructions on how Kelsey should showcase the products in a real-life setting, such as her bathroom, to make the experience feel authentic. I then created mock-ups of three sequential images, demonstrating Kelsey using the products in each stage of the tutorial. These images aligned with the script, ensuring consistency and clarity in how the products would be presented visually.
What were my results and lessons?
The final product was a detailed, professional influencer campaign concept, which was well-received by my instructors. The feedback praised my ability to craft a clear and engaging narrative, as well as my thoughtful integration of Kelsey’s persona with the Living Proof brand. One of the challenges I faced was ensuring that the ad felt authentic, as influencer partnerships can sometimes come across as disingenuous. I overcame this by focusing on Kelsey’s personal experience with the products, emphasizing her genuine endorsement and the tangible results she experienced. This project taught me the importance of authenticity in influencer marketing and how to tailor messaging to fit both the influencer’s personality and the brand’s values. It also reinforced the significance of thorough research and clear communication in executing a successful marketing campaign.