Product Category: Health & Wellness
Mallama was founded in 2019 on one simple premise – everyone deserves a high-performance skincare product that leaves them and the planet looking good and feeling good.
With a brand launch on the horizon, the Mallama team set out to work with influencers and content creators to help get the word out. They found Trend as they were thinking about their influencer strategy, just at the right time too. Shortly before the launch, earlier in 2020, they got set up on Trend to prep for their launch to solve their "where do we start?" challenge.
Now, we all know what happened early in 2020, the COVID pandemic took the world by storm. Fortunately, the Mallama team had put together a resilient business strategy to weather it. When products were finally ready to launch, so was their first Trend campaign.
Launching a brand is an art form. With the right plan in place, it can run smoothly. But this begs the question for the Mallama team, how should they leverage influencers? Their options were:
Provide the product to influencers before the brand launches to build some hype
Have the content drop the same day as the product is available
Or, have user-generated content (UGC) flow naturally after the product launch.
The goal was to build brand awareness and have content to re-purpose. We’ve got to give the Mallama props, it was their first venture into influencer marketing and they knocked it out of the park! How did the team do it? Let’s find out!
Trust the process:
Step 1: Building their campaign summary starts with what product to send. Mallama sent a bundle to each creator worth over $175. Allowing creators to truly get a feel for Mallama’s products. Also included in the campaign summary were the expectations on the IG post, content style, and how much content. They leveraged Trend’s campaign builder to guide them and simplify this process.
Timing was critical, our friends at Mallama chose posts to go up naturally after the launch. Validating and providing social proof around their new product. Allowing their new fans to share the good word!
Step 2: Mallama’s campaign went live on Trend and applications started to roll in! This is an exciting moment that gave them the ability to have creators opt-in to working with Mallama, vs. reaching out cold or searching a database of creators who might want to work with them.
Once the Mallama team reviewed their pool of applicants, they approved the creators that most align with their brand!
Step 3: Messaging and building a relationship with creators is next. This is worthwhile because you’ll likely want to work with the creator again! After confirming the creators have read the guidelines of the campaign, the Mallama skincare bundle was ready to be shipped. The addresses are a part of each creator’s Trend Profile - removing any back and forth needed to find out where to ship.
Products are shipped and the tracking info is add to the Trend software. From there, due dates are assigned by Trend for each creator based on when they receive the product.
Step 4: Allow the Trend software to do the work and wait for the posts to go up for approval. This is the fun part! Mallama set themselves up for success with their campaign summary.
Something you can do too! Creators take your guidelines and produce wonderful high-res UGC for you to use!
Step 5: Approving and re-using your new UGC. Once approved on Trend, Mallama was given 100% licensing rights to the content. Giving them two parts to 1 whole: brand awareness from the IG posts and fresh content to use in other advertising and marketing channels. Mallama has been using UGC from the beginning of the business, so they’ve been able to re-purpose content from the start
Mallama also took advantage of a key feature on Trend. Brands who provide over $175 worth of product value are able to get 2 pieces of content for 1 credit. This allowed them to dominate the brand awareness piece of the pie.
Ever since the launch, Mallama has had UGC to provide social proof to new customers that Mallama products work and will change their morning routine and skin for the better.
If you’re interested in boosting your brand awareness and getting licensed UGC for your brand fast, get started with Trend today.
Quote from Rish of Mallama Skincare:
"Trend was a great asset in the early days of launching Mallama. It allowed us to try a lot of different personas and refine who the audience of our products is."
More About the Trend Approach
Trend helps you reach your goals by getting as many people as possible talking about and recommending your products or brand.
All of our influencers have loyal audiences. This is the key to making the message feel a part of the conversation instead of a part of an advertisement.
Rather than working with one mass-reach influencer at a time, Trend found an efficiency in working with micro-influencers at a higher volume.
These rising stars create incredible content and have genuine audiences. This approach allows us to reach unique groups of people rather than the same audience over and over.