Pink Panda, known as Ličila.si in Slovenia, is an online makeup provider that has become a trusted name in the cosmetics industry. With a strong focus on providing high-quality products and expert advice to makeup enthusiasts of all levels, Pink Panda has expanded its reach to nine European markets, including Germany, Italy, Hungary, and more. As a company that values innovation and collaboration, Pink Panda is always looking for new and creative ways to connect with its customers and build brand awareness.
In November of 2021, Pink Panda partnered with Epidemic to launch its largest influencer campaign to date. The goal of the campaign was to promote the brand's pre-Black Friday and Black Friday campaigns, as well as to increase overall brand awareness across nine European markets. To accomplish this, Pink Panda enlisted the help of 600 nano and micro-influencers, who were tasked with creating and sharing unique content related to the brand's products and promotions.
Luckly, Epidemic was up to the task. Let’s take a look at how we made this campaign be far more memorable than any other Black Friday campaign.
1. Establishing clear campaign objectives:
Pink Panda and Epidemic collaborated to define the goals and objectives of the campaign, which included increasing brand awareness, generating user-generated content (UGC), and promoting the pre-Black Friday and Black Friday campaigns.
2. Identifying the right influencers:
Epidemic helped Pink Panda to identify and select 600 nano and micro influencers from nine different European markets who could effectively communicate the brand's message and resonate with the target audience.
3. Briefing the influencers:
The influencers were given a clear brief and guidelines on what kind of content to create, how to communicate the brand's message, and the key promotional activities of the "Black Month" campaign.
4. Creating a campaign hashtag:
A dedicated hashtag, #PinkPandaBlackMonth, was created to encourage influencers to use it in their posts and stories and to create a buzz around the campaign.
5. Tracking and analyzing the campaign performance:
Epidemic helped Pink Panda to identify and select 600 nano and micro influencers from nine different European markets who could effectively communicate the brand's message and resonate with the target audience.
6. Repurposing UGC:
The acquired database of UGC content enabled Pink Panda to continue using it to build a strong social media presence, run targeted ads, and create a community of makeup lovers.
By following these steps, Pink Panda and Epidemic were able to execute a successful influencer campaign that garnered 23 million impressions, boosted sales, and generated a wealth of UGC that the brand can continue to leverage in its marketing efforts.
Thanks to the success of the campaign, Pink Panda was able to significantly increase brand awareness and drive traffic to its online store during the pre-Black Friday and Black Friday periods. The 23 million impressions generated by the campaign helped to establish Pink Panda as a leader in the cosmetics industry, while the large amount of UGC content created provided a valuable resource for future marketing efforts. Overall, the partnership between Pink Panda and Epidemic proved to be a powerful combination, demonstrating the effectiveness of influencer marketing and user-generated content in building brand awareness and driving sales.
