Results
The Challenge
The Process
Our omni-channel strategy for Bioré involved forming partnerships with 12 micro to macro-influencers whose audiences aligned with both Costco and beauty shoppers. Some creators specialized in Costco-specific content, while others focused on beauty and in-store content.
After the content went live, our paid media team amplified it by whitelisting select posts and geo-targeting ads to regions where the product was available. To further enhance clarity and drive conversions, we included a store list link for easy reference. Additionally, we sent two emails to segmented audiences, specifically targeting contacts within a 50-mile radius of the stores.
- Identified the types of creators to target (Costco-focused and beauty/in-store content creators), confirmed campaign timelines, media budget, and geo-targeting strategy.
- Created and aligned on a detailed content brief outlining deliverables, messaging, and posting requirements.
- Contacted and negotiated with creators, ensuring participating stores were within driving distance.
- Finalized creator selection and drafted contracts.
- Provided product shipment details and store addresses.
- Consistently followed up with creators to keep the campaign on track.
- Approved all deliverables before posting.
- Once the content went live, we passed the Meta and Spark codes to the paid media team for campaign amplification.
- Leveraged paid campaigns to target audiences near participating in-store locations.
- Sent two emails to segmented audiences, focusing on contacts within 50 miles of the stores.
The Solutions
Blue Wheel supported the client by recommending geo-targeting only in areas where the product was available to ensure budget efficiency and avoid wasted ad spend. We advised incorporating both Costco-focused and beauty creators to diversify content and test multiple approaches. Also, we encouraged flexibility in content formats (application demos, voiceover, on-camera speaking, or text-only).
Our team suggested and implemented a paid media link directing consumers to a store list, which we also placed in Bioré’s social bios for easy access. We recommended that creators film a few days after product delivery to ensure items were displayed on shelves.
The email marketing focused on a targeted segment of Bioré’s email subscribers within 50 miles of Costco stores, with the UV Aqua Rich 3-Pack in stock.
We leveraged current budget allocations to secure creators rather than requesting new funds. Lastly, we set clear expectations and executed collaborations efficiently to align with product live dates despite the condensed schedule.
