T3 Micro is an innovative heat styling tool company, driven by design and rooted in technology. In 2017, the company engaged Social House, Inc. with one pressing question in mind, "How do we expand brand awareness and reach our target consumers in an authentic and innovative way?" As Social House began to conceptualize the campaign, we knew that T3 Micro was not setting out to change the world but rather to remind women everywhere that self-confidence is power, and that power comes from within.
The Challenge: Develop a holistic campaign, rooted in social media, that will drive home product messaging and expand brand affinity in a creative and meaningful way. Also, push creativity to showcase the emotional and lifestyle component of a hair tool brand while staying true to the technology.
Goals/Metrics:
#1 - Brand Awareness - Measured via engagement, reach and impressions
#2 - Product Education - Measured via views and engagement
#3 - Web Traffic/Conversions - Measured via web analytics
THE APPROACH:
The T3 Micro #PowerWithin campaign offered the T3 woman a vision of her inner-self as someone whose power — and beauty — come before the product.
In the incredibly exciting but oversaturated world of beauty, we wanted to take a more relevant approach by addressing the idea of what 'beauty' truly is. As we began to strategically drill down our ideation, we realized that beauty is NOT a product. In fact, beauty cannot be purchased and it cannot be applied, because beauty comes from within.
Through a series of phased tactical roll-out plans, amplified via influencer credibility, and supported via beautifully curated social and digital assets, we hit home a message that applied not only to our products but also to our consumers.
T3 Micro Beautiful Outside, Powerful Inside. #PowerWithin
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PART I - LAUNCH
The campaign was ignited by our long-form and short-form video release which incorporated computer-generated imagery (CGI), to gradually reveal the product to audiences (video link below). Our aim was to show the power and beauty similarities between the product and the women (aka our consumers). This video was disseminated across Facebook, Instagram, and YouTube, as well as across paid digital media platforms. The T3 #PowerWithin splash page on T3Micro.com also simultaneously went live and helped guide users through the campaign narrative.
PART II - AMPLIFY
While digital assets continued to roll-out and drive the #PowerWithin message, influencers were asked to share their 'EmpoWORD'. An initiative designed to ignite self-empowerment by asking influencers and audiences one important question, "In one word, describe what empowers you?"
PART III - SUPPORT & SUSTAIN
The remainder of the campaign was focused on educational support of T3 Micro products via social media content and sustained digital support. The campaign was also supported via UGC and incremental influencer engagement.
#1 - BRAND AWARENESS (Measured via engagement and impressions)
#2 - PRODUCT EDUCATION (Measured via views and engagement)
#3 - WEB TRAFFIC/CONVERSIONS (Measured via web analytics)
