In a competitive market, Nice-Pak needed standout and talkability for its range of wipes. Aimed at professional ‘women on the go’, Halo needed to find a voice and start communicating with its audience.
The brief was simple: target professional woman aged up to 40, increasing awareness of the Halo range and driving sales and loyalty. In order to achieve cut-through in a saturated market, Halo needed to reinvent itself with a brand makeover.
We devised a celebrity ambassador strategy which would deliver the ‘Halo’ effect to the five products in the range: eye make-up remover pads, toilet and surface wipes, handy hygienic wipes, moist toilet tissue and deodorant wipes.
The brand needed an injection of creativity and a personality that its audience could relate to, and that’s exactly what we delivered, working with E4’s Made in Chelsea star, Binky Felstead. Through the development of a strong tone of voice and the creation of unique, engaging content across traditional and social channels, the brand was transformed.
Media days, with 15 high profile journalists, ensured Halo brand messages were shared with the target consumer audience, while photography and film footage brought the celebrity partnership to life. A social media takeover gave Binky fans the chance to connect with her through Halo’s social channels, encouraging interaction with the brand and driving purchase.
“Halo wipes embraced an integrated marketing campaign, channeling celebrity endorsement through a PR/social media hub, supported with in-store promotional programmes. To date, the results have been very pleasing for all parties. Brand and product awareness has grown significantly and consumer engagement has grown rapidly across the main social media platforms, delivering a secure base from which to reinforce and further grow the Halo message.” Andrew Freeman, commercial manager, Nice-Pak International
“Love Halo – I can see why Binky’s hooked.” Stylist, Heat magazine
“They’re doing lots of exciting stuff; I’ve seen them in magazines and keep spotting them in shops now. They went down a treat with our guests.” Fabb blogger event organiser
5% increase in sales compared with the same period in 2012
Online following increased by 515%
10.7million brand impressions online
Twitter fans increased by 402%