Syoss, a Henkel brand that offers products for professional hair care and styling, introduced new Syoss colored hair sprays. To bring the hair sprays to the attention of a broader audience, Syoss asked LVTPR to use creative PR activities to generate visibility among influential thought leaders.
The eye-catching colors and glitters made sure the new products were perfect to promote in December, because your Christmas or New Year’s Eve outfit isn’t finished until you’ve got hair to match it!
What we needed to do was answer the question: how do you stand out if the product itself is relatively small? By setting up a creative mailing – a physical distribution of the new products – that exceeded all expectations size-wise, of course! We surprised the 25 hair and beauty influencers that were selected by us with a huge package – decorated with a bow – and had it delivered to them personally.
When they opened the box, it revealed a massive golden, star-shaped helium balloon that said ‘Shine like a star’ and ‘Happy 2018’. The biggest surprise was saved for last: the five new Syoss sprays we had wrapped up festively and tied to the balloon with an informative flyer.
The small gift in the big mailing was a complete hit. Most of the influencers shared their enthusiastic reactions on their channels. Elenaland, Isabellablogss and SymplynSpecial all posted an Instagram post, and Pinkit mentioned the sprays on her blog. In total, three quarters of the influencers reached 230,000 people in the Netherlands via their accounts, resulting in a very happy client!