Batiste Dry Shampoo is the UK’s leading dry shampoo brand and market saturation has been dominant and unchallenged for many years. Recently, an influx of competitor brands have attempted to gain market share and threaten the dominance Batiste has historically enjoyed.
Additionally, the path to purchase for the core demographic has been entirely disrupted in the advent of social media. Influencer marketing, executed through the favoured social channels of the core demographic, has emerged as a vital ingredient of the marketing eco-system.
Batiste has a rich and powerful association with music, communicated through its campaign stars and presence at key calendar events. With that in mind we looked to enhance the core marketing idea with the execution of an influencer social media strategy at Glastonbury Festival.
The partnership needed to be authentic so we selected influencers that incorporated the brand values of Batiste, had an association with music, a mainstream appeal and most importantly… great hair!
Talent secured:
Laura Whitmore, Daisy Lowe.