Inside Amika hair care’s new media strategy aimed at amplifying brand awareness
Hair-care model Amika, which implies “associates” within the worldwide language Esperanto, is shaking up its advertising playbook. Its new objective is to make the model a family title by the top of 2022.
On March 1, Amika launched a model consciousness marketing campaign referred to as “Love All Your Hair Days.” Designed to have fun self-expression, the marketing campaign serves as the idea for Amika’s new media funding combine technique. The brand new technique expands past Amika’s conventional advertising toolkit of editorial placement, public relations and a deal with skilled stylists. For instance, Amika is utilizing the marketing campaign the take a look at out-of-home and linked TV advertisements. All through 2022, Amika plans to additionally improve its investments in influencer advertising, paid social advertisements and sampling by means of subscription magnificence bins.
This isn’t the corporate’s first main advertising overhaul. In Dec. 2020, Amika debuted a brand new communication technique in a marketing campaign referred to as “All Hair is Welcome” to indicate a community-centric and inclusive tone. Love All Your Hair Days is a continuation of the brand new strategy, to present shoppers that anybody can use Amika merchandise.
“The Love All Your Hair Days marketing campaign is section one among our ramped-up consciousness methods in 2022,” mentioned Kelley Martin, svp of Amika. “Our [marketing] was a bit extra grassroots. There was consciousness, but it surely was by means of decrease price range ways, and our paid media was mid- and lower-funnel to drive gross sales to the location. In 2022, we’re placing a heavier, incremental funding in paid consciousness media to drive eyeballs onto the model.”
Amika partnered with Brooklyn-based promoting company RXM Artistic for the marketing campaign idea and manufacturing. Since launching, “Love All Your Hair Days” has seen placement on linked Hulu TV advertisements, paid social advertisements and out-of-home advertisements. The latter was by means of a sequence of static and video billboards in Los Angeles buying middle The Grove — a primary for the model outdoors of New York Metropolis. Amika has seven placements inside the buying middle and expects 2.6 million impressions between March 1 and April 15, mentioned Martin. The marketing campaign goals to convey a relatable strategy to the emotional side of hair care and styling by that includes a various solid of fashions and likewise messaging that speaks to relatable “hair day” situations. For instance, one message states “3 Days No Wash Hair Day,” whereas referencing Amika’s hero product Perk Up Dry Shampoo.
Amika has doubled its advertising and promoting price range for 2022, with 80% of the price range directed to video-first platforms like TikTok and YouTube and linked Hulu TV advertisements. In 2021, Amika skilled a 500% improve in TikTok video impressions, which impressed the transfer to additional put money into video. Amika is investing the remaining 20% of its marketing campaign price range to out-of-home advertisements in Los Angeles, mentioned Martin.
A 2018 client research Amika carried out with 8,000 folks revealed that, though folks acknowledged Amika by its packaging, there was a disconnect between its branding, merchandise and aesthetics. Martin mentioned a distinct research from the summer time of 2021 with over 5,000 folks discovered there was solely 31% aided model consciousness from the buyer research, indicating Amika was not high of thoughts for shoppers. However Chelsea Riggs, president of Amika, mentioned Amika’s present prospects understood the model nicely, which was a optimistic survey end result demonstrating that the All Hair is Welcome marketing campaign was profitable.
“Love All Your Hair Days is definitely impressed by the mission and function of the model however is much less overt [than All Hair is Welcome]. It’s extra primarily based on perception from our shoppers and the status hair client and [what] good hair days [mean to them],” mentioned Riggs.
Transferring ahead, Amika’s year-long investments embrace tripling its sampling program in 2022, together with 52,000 samples within the April Attract magnificence field. There are additionally three in-person influencer occasions deliberate all through 2022. One marketing campaign on the dimensions of Love All Your Hair Days, which Martin referred to as a “model fairness second,” will happen in mid-2022. Two smaller product-focused campaigns will happen all year long, together with a mid-March and April hashtag marketing campaign on Instagram, Snapchat and Pinterest referred to as #perksofperkup in regards to the dry shampoo. The #perksofperkup marketing campaign can be Amika’s first paid TikTok marketing campaign. The model enlisted 20 TikTokers with followings between 400,000 and 9 million folks, and it paid to spice up the movies’ attain.
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