Social Media Case Study: #HookedOnTrichoderm
Planning a new product launch on social media can be challenging, but it is also a great platform to attract new followers, build product awareness, and most importantly, convert your engaged audience into purchasing customers!
In October 2018, BioHealth Pte Ltd from Hongkong launched its range of premium, next generation hair growth therapy – TRICHODERM® BlackSeries – in Singapore. Powered by the TricoCell™ Deep-Seated Self Regeneration Technology, the anti hair loss product helps increase hair density while reducing hair loss and stimulating new hair growth.
Trusted by many Hong Kong’s TOP beauty bloggers, the shampoo and leave-on serum duo was introduced in Guardian’s major outlets and on Guardian’s E-Commerce website.
Planning for the Social Media Launch
Hashmeta was engaged as the social media agency of BioHealth Plus Ltd, to strategise and lead the execution of TRICHODERM®BlackSeries’ launch in Singapore. We brought in the expertise of our social media strategists and our in-depth knowledge of the local beauty and wellness industry.
Based on the client’s brief, we identified two key objectives of the social media launch:
- Build brand awareness among target audience
- Drive sales via Guardian’s major stores and Guardian’s E-Commerce website
We defined our target audience and created two distinct personas – Office Oliver and Mummy Mandy. We brainstormed about their demographic and characteristics of these two personas and the hair challenges that they had faced. With an enhanced knowledge of our product’s target audience, it was easier for us to create a social media marketing plan to achieve our key objectives. This gave us a clearer direction to determine the type of social media platforms and digital content formats to use.