Last month, Australian skincare brand Biologi launched an influencer campaign that saw the brand raise over $10,000 in just 24 hours for the Breast Cancer Network Australia.
Tapping into a powerful reach of over 2 Million followers, the campaign was fronted by breast cancer survivor Sofi Leota.
With top tier names like Elle Ferguson, Alice in Healthy Land, Jordan Simek, Zoe Marshall, Sammy Leo and Oceana Strachan all posting for the brand, the campaign was able to capture the success in tangible form by donating 100% of profits from 24 hours of sales and donations on Biologi’s website.
Biologi’s influencer campaign was rolled out via Biologi’s marketing manager Lyndall Murray.
Speaking of the campaign, Lyndall highlighted the importance of tight communications and powerful assets.
Murray said: “Leading up to the campaign we wanted to ensure that all influencers were armed with the right information, and more importantly, enough assets to choose from.
“Much of the success of the campaign came down to a tightly run schedule that included specific instructions and easy access to assets.”
Murray continued: “We created an asset folder that all influencers had access to, which included videos and images, all available in different formats that would accommodate each social channel.
“For example, there was pre-posting material that included images in the format of Instagram stories, as well as standard square cropped images and videos, perfect for an Influencers Instagram profile page.”
Many brands have long been tapping into the power of influencers, however, in most cases this comes at a cost.
Luckily for Biologi, they were able to build a strong network of influencers who supported the campaign at no cost whatsoever.
Murray said: “Because we were raising money for the Breast Cancer Network Australia, it was very important for us to not allocate too much budget on the promotion side of things.
“We focused on communicating the message with our influencer networks and asked that they would support the campaign at no charge.
“Thankfully we were able to generate a lot of support through our ambassadors and loyal influencer following, who all agreed that it was necessary and worthy to promote at no cost.”
The result of this successful influencer campaign culminated in Biologi raising $10,821.08 in just 24 hours on behalf of Sofi Leota for the Breast Cancer Network Australia.
The woman fronting the campaign, Sofi Leota, is an ambassador for Biologi and runs the blog 23 and Breastless.
Leota was diagnosed with Grade 3 breast cancer at just 23 years old, then went through chemotherapy, radiation, a mastectomy and now as of January this year, at 24 years old, she is in remission.
Leota chose the Breast Cancer Network Australia because of the invaluable support they provided her throughout her journey.
Leota used Biologi’s Bf serum to help repair her skin from radiation burn during her cancer treatment.