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Company: Blue Wheel, Birmingham, MI
Company Description: Blue Wheel is a new breed of agency. Our advanced digital marketing, content production and Amazon Advertising solutions help to build your brand and scale your ecommerce business.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beauty
 Nomination Title: Banila To the Bone
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
10/1/21–10/31/21
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 90 words used.
Banila Co USA came to Blue Wheel with a supplemental budget to use on a Halloween campaign surrounding their hero product, Clean It Zero. This product has become a favorite among beauty and skincare lovers for its effective yet gentle makeup removal.
Blue Wheel had been managing Banila Co's TikTok account for a few months, reposting influencer content on the platform, but had not yet seen a major spike in followers, views, or engagement. With this new Halloween campaign, we hoped to see an increase in all of these metrics.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 140 words used.
The Social Team at Blue Wheel knew right away that we wanted to dedicate the majority of this additional budget toward working with macro influencers on TikTok. We created a campaign where influencers would melt away intricately detailed Halloween-inspired skull makeup using Clean It Zero Cleansing Balm.
TikTok is a platform that is all about transformation, and we knew that ending the video on the skull makeup would lure people to stay until the end. We had each influencer film themselves removing their makeup, but the videos were to be reversed — starting with a clean face and smearing backwards to the skull makeup look.
All influencers used the same sound to tie the videos together along with the hashtag #banilatothebone. Audio is an integral part of TikTok, so we knew that choice would be crucial to the campaign's success.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 97 words used.
With the additional budget from Banila Co, Blue Wheel secured 12 influencer collaborations. Each influencer we worked with to create these videos had between 100k and 900k followers. Across all influencer accounts, this resulted in over 200k total views!
We then reposted each of the influencers' videos onto Banila Co USA's TikTok account and boosted them. We saw a Cost Per Follower of just 9 cents, which is unheard of on social platforms like Instagram. Using these videos, we were able to take Banila Co's TikTok account from 600 followers to over 13k in just two weeks.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 82 words used.
We've attached a couple of the TikTok videos created by influencers. On these videos, you can see the audio and hashtag, total views, and total likes — as well as the amazing content created by these talented artists. Additionally, we've included the #banilatothebone hashtag on TikTok, where you can see all users who created content similar to this. Lastly, we have provided a link to a case study that Blue Wheel published about this influencer collaboration and the results that we achieved.
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