Dot and Key: A SPOT ON LAUNCH FOR DOT AND KEY
RESULTS: #1 SKU on Nykaa
1000 + Comments | 8m + Impressions
RESULTS: #1 SKU on Nykaa 1000 + Comments | 8m + Impressions
The Context
The skincare customer conducts research before and after purchasing every product. This includes getting to know the ingredients, looking at product reviews from trusted influencers and asking friends/family for their thoughts. This has led to a templatization of launch campaigns where brands share information about the product, backed by influencers endorsing the product. We wanted to break through this clutter with D&K's new product.
The Objective
Drive sales for the 10% Niacinamide Spot Corrector Serum
The Idea
In a category where the audience needs all the information, we used restraint to let curiosity fuel the hype for this product. We asked influencers to blind test the new product, showcase the results of using it without revealing what the product was until the launch.
The Execution
Phase 1) The product was sent to 45 of India's biggest beauty Influencers. The label was completely taped off, thus revealing nothing about the product. Influencers used the product over the duration of a week and reported back with reviews to their audience. Their audience saw that their favourite influencer trusts DGK blindly.
Phase 2) We unharnessed their trust In DGK and launched a limited edition blind sale. People were buying the product based completely on trust, without knowing a thing about the product! We sold a 100 units in a span of 18 minutes!
Phase 3) For the launch, Dot & Key and the influencers revealed the product at the same time. Almost like a firework display, the product was all over social media, wherever the consumer looked. The product went live on Nykaa, Amazon and Dot & Key and started selling like hotcakes.
Phase 4) After the launch, just as a skincare expert friend would, D&K shared everything that the audience needed to know about Niacinamide and its benefits.
The Result
#1 SKU on Nykaa
8 Million+ Impressions on Facebook & Instagram
1000+ Comments on Instagram