Partnering with influencers as a voice for good

Customer Pain Points

Our client is a cult favorite international skincare brand. For the past 70 years, they have been providing affordable skincare products with quality ingredients and innovation at the forefront of the industry. According to a recent study done by Facebook, 71% of consumers believe it is important for brands to take a public stand on social and political issues. Consumers are now holding their favorite brands accountable -- and brands have heard them loud and clear. Being a popular skincare and makeup brand, our client strives to be a voice of positivity for all potential consumers of its product lines, including members of the LGBTQIA+ community. The brand wanted to share their support with a seasonal product for Pride Month, donating a portion of the sales to a charitable cause. The challenge? There is a very fine line between being an ally and woke washing your consumers for profit. What better way to spread awareness of social issues to their consumers than using the voices of that community? Micro-influencers were the perfect fit for spreading genuine messaging and Pride awareness. Our client tasked VizSense with bringing awareness to the LGBTQIA+ community throughout the month of June while featuring their limited edition product and drive charitable donations to the chosen organization.

THE SOLUTION

Our team conducted in-depth research to:

1. Ensure that our influencers were active allies in the LGBTQIA+ community
2. Ensure our campaign messaging was in line with our target community's voices and catered to the interests of the entire community
3. Showcase our client as an active ally to the community not just during Pride, but throughout the entire year

INFLUENCER STRATEGY: Our team took a deep-dive into each influencer's profile and history. VizSense ensured our influencers were members or true allies to the LGBTQIA+ community and authentically spoke about their fight for equality in their organic content.

MESSAGE STRATEGY: Our influencers stayed true to themselves while educating their audiences on the importance of celebrating Pride, encouraging others to share their story, and promoting positivity and acceptance.

CHARITABLE EFFORTS: The campaign was tied to our client's charitable efforts with a portion of the profits donated to Family Equality -- an organization dedicated to protecting the rights of LGBTQIA+ families and provide educational resources to LGBTQIA+ adults who are ready to form families. We wanted to ensure this was highlighted throughout our campaign as a reason to support Pride, Family Equality, and our client's exclusive product.