Halo Heritage |
Halo Heritage logo

BACKGROUND

Halo Heritage is the leading creator of luxurious natural haircare and fine fragrances, crafted for the modern African woman. Boity Pink Sapphire by Halo Heritage is a proudly South African, premium, first of its kind Eau De Parfum.

In September 2020, we conceptualised and executed a multi-channel launch for Halo Heritage, which included publicity, influencer engagement and a digital media campaign, with focus on organic social media reach and engagement and a paid media campaign.

The campaign objectives included positioning Halo Heritage as the leading creators of luxury, celebrity-led afrocentric haircare and fragrance, creating awareness and excitement for the first product to market and inspiring women to engage.  A key performance indicator for our team was to drive traffic to the e-commerce site.

Directed at black females and Boity Thulo fans, the campaign also looked to engage those with a keen interest in luxury beauty products.

CHALLENGES

Due to the Covid-19 pandemic and strict global lockdown restrictions in place, traditional campaign strategies needed to consider the health and safety of all relevant stakeholders. Additionally, any physical engagement would require strict protocol to be followed, which included social distancing, wearing of masks and limitations on the number of people allowed in a room at any given time.

Despite the challenges, the client’s goal was for us to create a celebration for Boity and her fans, key media and beauty influencers.

Usually, when launching a fragrance to market, the opportunity to conduct mall activations is a reality. For us, this was not a viable route. No one could smell the product (e-commerce only).

INSIGHTS & INNOVATION

Digital Focus
As a partner in Halo Heritage, Boity Thulo is one of South Africa’s biggest and most-loved celebrities with a collective following of more than 7 million across her Instagram and Twitter platforms. As such, our campaign was almost entirely digitally focussed, leveraging Boity’s online presence and social media influence. And…of course, we could not ignore that Boity is well connected so we needed to leverage the social following of her celebrity friends.

Agenda Surfing
In the midst of our plans, a global haircare brand made headlines and took social media by storm. The brand, in an advert, labelled ethnic hair as “dry and brittle” and caucasian hair as “normal.” In addition to a social media outcry and political protests, this brand was pulled from shelves at certain stores.

Knowing that we had an ethnic haircare range in our midst (due to launch just a month after the Eau de Parfum), we created a series of discussions (Halo Diaries) on natural hair, leveraging major local celebrities (who all participated, at no cost) to create a huge positive media and social aha-moment for the brand.

EXECUTION

Social Media Approach

In addition to a robust paid social media strategy and execution, we implemented several organic launch tactics on social media:

  • A launch announcement on Boity’s and Halo Heritage’s platforms with a beautifully shot campaign video 
  • Virtual fragrance launch on YouTube for Boity’s fans, influencers and media 
  • An IG Live  conversation post the virtual event between Boity and Maps Maponyane  
  • Creation and release of a 3-episode series, Halo Diaries with major SA celebrities uniting to discuss their hair journeys (and throw forward to Boity Haircare range  launch)
  • Creation and release of an Instagram Filter 
  • Creation and release of Boity Pink Sapphire GIFs 
  • Social competition (win a signed bottle)

 

Publicity Approach

To launch Boity Pink Sapphire to market, we created several campaign beats, implemented between 12 -28 September. 

  • An exclusive radio announcement on 94.7 Breakfast Show
  • Physical and zoom  junkets with leading, relevant media outlets
  • Physical intimate fragrance launch with Boity’s celebrity friends, which garnered an exclusive feature on eNCA TV’s Style Syndicate
  • Fragrance drop to 50 media and celebs 
  • Fragrance samples in the October issue of Glamour to drive accessibility and trial 

RESULTS

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Click-through-rate
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Reputation Management

Crisis avoidance and speed of response form the backbone of our crisis communications offering. Our decisive, experienced senior team ensure that a brand’s reputation is always protected.

  • Consulting
  • Issues and crisis communications frameworks
  • Messaging matrix
  • Creation of response banks
  • Media training
  • Stakeholder mapping
  • Internal communications
  • Data & Analytics

Digital Media

Our digital media team creates out of the box, innovative strategies and plans, delivering on our clients’ objectives through personalised content and messaging, the right channel matrix, SEO and paid media plans that reach new audience and creating engagements that matter.

  • Digital strategy and implementation
  • Social media strategy and implementation
  • Content calendar development
  • Community management
  • Paid media strategy and execution
  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Website development

Media & Influencers

With media and influencers at the heart of our agency, we have built solid relationships that ensure our clients receive credible and targeted exposure, across print, online and broadcast media.

  • Media audits
  • Media relations (list development, media lobbying and engagement)
  • Influencer contracting, relations and management
  • Measurement and reporting
  • Agenda surfing
  • Research and planning
  • Media movements

Events

Our dedicated events team conceptualise and execute events of any scale. Eventing in the age of our new norm means that our experience ranges across physical, virtual and hybrid events.

  • Event conceptualisation, planning and execution
  • Event management
  • Project management
  • Procurement of goods and services
  • Logistics management
  • RSVP management
  • Budgeting

Content & Creative

Our team of ex-journalists, content creators and proofreaders are experts in creating and positioning the right content to the right audiences. Bolting on a team of creatives, we have the ability to create omni-channel, creative strategies to further this reach.

  • Writing (media releases, thought leadership, white papers, reports, speeches)
  • Copy editing & proofreading
  • Corporate identity
  • Advertising
  • Print & digital
  • Newsletters (HTML, mobile, PDF)
  • Layout & design
  • Videography and photography
  • Animation
  • Motion graphics
  • Social media design
  • Website development

Public Relations & Communications

We develop and execute robust omni-channel communications strategies to drive credible conversations that resonate with desired target audiences across Arts & Entertainment, Consumer & Lifestyle and Corporate clients and industries.

  • Omni-channel communications strategies
  • PR plans and execution
  • Account management
  • Data & Insights
  • Research and planning
  • Conceptualisation
  • Agenda surfing
  • Media and influencer relations
  • Stakeholder relations
  • Internal communications