le tan - influencer marketing

Like all projects we work on, the first plan of action was to devise a strategy that would achieve Le Tan’s goals. Since we believe that influencer marketing is the most effective way to get mass brand awareness and a volume of content for later use, we had to determine the type of influencer that would be used for the campaign. In order to achieve the desired results for Le Tan, we had to define a specific target group that we wanted to reach through our influencers. This allowed us to set clear and specific requirements on which influencers we would work with.

In this brainstorming stage of the campaign, we will always spend a significant amount of time identifying risk factors that are associated with proposed strategies. For example, if an influencer was to post something unintentionally offensive – what are our next steps of action? This gives us the chance to come up with a predefined set of solutions in the event that any issues were to occur. Our clients have seen this strategy work time after time and clearly demonstrates that we will always place value in strategic processes and risk mitigation on behalf of our clients. This level of open communication with our clients always results in the best outcomes for all.

CODI’s experience in working with similar brands has given us an understanding of certain risks factors that are involved while running an influencer campaign. Some common mishaps while working with influencers include misunderstanding of guidelines, late or no posts, payment discrepancies and so forth. Because of this, we developed a consistent method of performance measurement. We tracked the progress of the campaign so that we could make predetermined timelines on what was to be honoured by our influencers.

Although a self-tanner, Le Tan is a heritage brand in Australia which means that some products are family-focused. With this in mind, CODI had to ensure that the images created by influencers demonstrating the tan would be in line with the brand’s values. This need within the campaign prompted us to shift the demographics of the influencers that were used. This customised influencer campaign is par for the course and typical for any large scale campaign. With the variety of influencers available for collaborations, we must tailor every campaign to various client needs.

To ensure that our photoshoots were effective and on-brand for Edible Beauty, CODI developed a series of mood boards that reflected the creative direction of the proposed content. Once we sourced our mood board images, the client gave us feedback until we could agree on a series of concepts that were to be approved for further production. We knew that Edible Beauty emphasised the natural ingredients that go into each of their products which meant that from the beginning, the name of the brand gave us a clear indication of where to explore. We made sure our shot list included key components such as a selection of aesthetically pleasing ingredients that reflected the fresh and native items used in the products.

As we wanted to experiment with a new method for photography as part of this campaign, we understood that all good things can come easy, but amazing work sometimes comes with challenges. As such, we chose natural lighting for its ability to better reflect the true essence of the products. Our strategy included connecting the audience with the “natural” which meant working with sunlight and the unique risks associated such as inconsistent lighting throughout the photoshoot and unpredictability in lighting intensity. We understood those challenges and used them to create more engaging and experimental content. With the variant lighting, we restyled images and relied on different tools to reposition light in order to achieve the desired results.