nioxin

INFLUENCE STRATEGY

Nioxin is a professional hair brand sold in hair salons and retailers. Present in France since January 2013, it targets consumers with fine hair, with little volume and/or thinning or who are experiencing hair loss.
In 2015 the brand is number 1 on its market, far from resting on its success, Nioxin has decided to reinvent itself: new logo, new hair formulas, new architecture and product names etc. To accompany this revival, Nioxin called upon Tanke to create and animate conversations around thinning hair.

The influencer marketing campaign briefly:
Tanke imagined a marketing influence campaign divided into four activations:
1- Instagram Posts flatlays and blog articles.
2- Nioxin volume challenge composed of a photo and video shooting (the film was broadcasted on different platforms of the brand).
The Nioxin Volume challenge was supported by a micro influence amplification.
3- Hair routine YouTube video and Instagram post and stories
4- 30 days challenge Youtube: feedback after 30 days of use.

Photo credit: Pauline Darley / interne agency