Bigen EZ Colour
Who is Bigen?
Sold in 70 countries worldwide, Bigen is a renowned authority in hair coloring. Regardless of your natural hair color, consistency, condition, length or style, Bigen produces optimum color results. For more than 100 years, the Bigen brand has offered safe, effective and economical hair color to consumers worldwide.
The Challenge
- New Target Group
A new line of hair products designed for black men (aged 25-50) was coming to the UK. - Zero Awareness
This new product was the first of its kind by the Bigen brand and there audience were not aware. - Absence of Social Proof
The new product was good, but the audience needed assurance that it was safe for their consumption.
Strategy
Objective: Conversions (Purchases)
Duration: 3 months
Bigen wanted influencers who aligned with their values and audience. To facilitate this, the BuzzBite team provided a variety of influencers, each with their unique style, but all appealing to the target audience.
BuzzBite collaborated with 4 UK-based male influencers, securing rights to reuse their content for paid ads, social media amplification, and user-generated content across Bigen channels.
BuzzBite delivered product samples to these influencers and gave them creative freedom to develop content that would resonate with their audience, and showcase its features while still fitting it into their daily routines.
Influencer Selection
4 male influencers were carefully selected based on the following criteria;
- Lifestyle, skin/hair care niche
- Mega (1M+ Followers)
- Located in the United Kingdom
- Aged 22 - 35
Key Messaging
"Own Your Style, Unapologetically, Stay True to Your Roots, and Unleash Your Inner Confidence with Bigen Men's New EZ Hair Colour!"
Result at a Glance
Sample Content
