Hismile's Social Media Strategy: Influencer Campaign Insights

SOCIAL MEDIA CASE STUDY: HISMILE Hismile x Paulie Social Media Campaign ABSTRACT This case study focuses on the successful and professional use of social media through Hismile’s launch of their cotton candy flavoured toothpaste in partnership with influencer Anna Paul. Zachary Meara Word count: 1,546

Contents Introduction ........................................................................................................................................... 2 Analysis of Hismile’s Strategic Framework ............................................................................................. 3 Figure 1 .............................................................................................................................................. 3 Figure 2 .............................................................................................................................................. 4 Hismile x Paullie Campaign Analysis ...................................................................................................... 5 Figure 4 .............................................................................................................................................. 6 Figure 3 .............................................................................................................................................. 6 Figure 5 .............................................................................................................................................. 7 Figure 6 .............................................................................................................................................. 8 Audience Understanding, Content Creation and Distribution Analysed ................................................ 8 Brand Reputation and Management ..................................................................................................... 9 Conclusion ............................................................................................................................................. 9 References ........................................................................................................................................... 10

Introduction In the recent decades social media has emerged as a primary channel for communications within the 21 st century. Over 4.95 billion worldwide use social media daily, (backlinko.com). It has emerged as a basic social tool that has been integrated into the daily lives of billions globally. With this growing normality it only makes sense for businesses to take advantage of social medias global reach. As of May 2024, the average daily time spent using social media is 2 hours and 20 minutes (smartinsights.com). Due to this, social media has become the most popular way to advertise business due to its high traffic and ability for businesses to easily get their product across to their designated target audiences through the use of tags on posts, aligning with target audience trends and the use of influencers. Hismile has recently emerged as a leading player in the oral care industry specifically because of its heavy presence on social media. It has successfully taken advantage of the social media landscape through the heavy use of celebrity and influencer endorsement. These include Kim Kardashian, Connor McGregor, Kylie Jenner and most recently Anna Paul. These endorsements have allowed Hismile to gain a global reach with its consumers. Hismile recently launched its new flavour of toothpaste, cotton candy. Hismile strategically launched its new flavour in partnership with a well-established influencer Anna Paul. Anna Paul has a well-established online community across many platforms. Her claim to fame was her emergence on Only Fans to which quickly turned into a loyal fan base disregarding her Only Fans work and following her journey on TikTok and Instagram, as fans were quickly drawn to her candid nature and fun-loving spirit through her engaging vlogs on TikTok. With this success Anna was able to launch her very own online skincare business Paullie Skin to which completely sold out all of its product on the day of launch. With this success, Anna Paul was an easy pick for Hismile to make her the ambassador behind the launch of the new cotton candy flavoured tooth paste, as the theme of the flavour and launch perfectly fit into the candid self-care nature of Anna Pauls personality and followers. This report will analyse the social media strategy of Hismile and will determine the overall success of this campaign by analysing Hismile’s strategic management, understanding of its audience, how it creates and distributes content, its strategy development and finally its brand and reputation management. Through this the impact on brand, audience, engagement, market reception and success of the campaign can be determined.

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Analysis of Hismile’s Strategic Framework Figure 1: Demand for Cotton Candy flavour retrieved from Hismile’s Instagram account https://www.instagram.com/p/C2YJfY6h6ng/ Due to the nature of social media trends, the consumers of Hismile took to the companies TikTok account and demanded for a cotton candy flavoured toothpaste. This is a normal occurrence within this community as Hismile is known for using social media to gain consumer feedback and requests for new products that consumers want. Figure 2: TikTok comments on Hismile Posts https://www.tiktok.com/@hismile/video/73360548211469 71394?lang=en

The social media manager who runs the accounts often responds to hundreds of comments on each post further boosting Hismile’s consumer engagement boosting the relationship with its consumers creating a community that is loyal to the company. This makes consumers feel included within the decisions of the business which in turn influences them to continue engaging with the business and buying product which is a successful use of company strategic management outlined within the text book Social Media Risk and the Law: A Guide for Global Communicators. The textbook states that strategic management entails “the formulation and implementation of major goals and initiatives by management, considering resources and evaluating internal and external environments” ( S Grantham, M Pearson, 2021). Hismile has clearly engaged in extensive market research of its environment as it has managed to create tailored content for users on social media that engages its target audience. This highly benefits Hismile as the company barley needs to research its target audiences wants, as its social media community provides them with advice and requests every post without fail, thus eliminating the need for extensive research undertaken by competitors that do not have an established social media community. Therefore, lowering costs of research and being able to reallocate its resources into developing new products for constantly demanding consumers. Hismile x Paullie Campaign Analysis With the extensive requests for a cotton candy flavour of Hismile’s toothpaste it was only logical through Hismile’s strategic management to launch this new product in hand with an influencer that not only aligns with the theme of the product but also one with an existing loyal follower count. Anna Paul was the perfect match for this campaign, her bubbly personality, candid nature and extremely loyal fan base. What further made Anna Paul the perfect match was her recent launch of her skincare line Paullie Skin. Her online store sold out within minutes of the store launching due to her loyal 7.2 million followers on TikTok all wanted her product and to support her new business. Due to this extreme success by launching a new flavour with her as the face of the campaign, there was no doubt that her loyal followers would further increase the sales of the much-anticipated flavour. And with her partnership Hismile’s reach to new consumers would also increase significantly. With Hismile’s extensive understanding of its audience the company was able to create and distribute content around this launch creating excitement among fans and consumers for the upcoming partnerships. This was done so with a multitude of teaser posts teasing the upcoming collaboration with Anna Paul (see figures below).

Figure 4: Announcement post, https://www.instagram.com/anna_paull/ Figure 3: Teaser post https://www.instagram.com/hism ile/

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After several teaser posts around the new product, HiSmile startegically increased the excitement around the product by posting a special givaway including signed packs of the new toothpaste. Consumers could enter by essientailly increasing the excitement around the product by sharing the collaboration with friends, following both accounts and reposting HiSmiles and Anna Pauls content further increasing their reach to more consumers. Figure 5: Giveaway announcement https://www.instagram.com/paullieskin/?img_index=1

The following week the company annouced a pop up shop visiting Sydney with a special guest apperance Anna Paul with more giveaways. This further increased the excitement and consumer engagment around the launch of the new product. The trunout for the event ended with thousands of fans congregated in Pitt Street in Sydney.

Figure 6: Mass fan attendance to pop up shop, https://www.instagram.com/p/C3tJQ6oBwZm/?img_index=1 Audience Understanding, Content Creation and Distribution Analysed The collaboration first hand shows Hismile’s deep understanding of its audience. As outlined in Social Media Risk and The Law, it emphasises the importance of understanding and engaging with the audience of a business. “… It is important to engage with an audience via social media. Audiences can engage with the professional communicator directly and can thereby influence the discussion.” ( S Grantham, M Pearson, 2021,p56). The textbook also highlights the success of influencer endorsement “ If your audience has trust in a particular influencer, it may be suitable to approach that person seeking endorsement. It is a popular marketing strategy, and influencer marketing campaigns have generated significant revenue” ( S Grantham, M Pearson, 2021,p62) . Hismile demonstrated this by partnering with Anna, whose candid nature and engaging content appealed to the same demographic as Hismile’s target audience for this new flavour being young adult women with an interest in self-care products. As seen in the figures above this strategy was more than a success with a major turnout to the pop-up shop and the flavour selling out within days of release. This allowed Hismile to extend its reach and strengthen brand affinity among existing and new customers. Through strategic content creation and distribution Hismile was able to align with a teaching from Dr Karen Sutherland stating “By putting the audience first, and providing then with valuable content, curated or created, visibility will be increased and relationships strengthened as a result”. Hismile achieved this by teasing the collaboration through a series of engaging posts, leveraging Anna’s influence to generate excitement and anticipation among the targeted audience. By incorporating elements like giveaways and event announcements with a featuring guest, Hismile maximised audience engagement and extended the reach of its advertising across multiple social media platforms. Brand Reputation and Management The collaboration positively added to the brands reputation and perception among customers. Through extensive engagement, Hismile delivered on brand promises and maintain a positive brand image through its engagement with its audience by providing a much-loved influencer to be the star of the show even providing autographs and a meet and greet. As stated in Social Media Risk and the Law “ One of the best approaches to managing brand and reputation on social media is by having a social media strategy with a strong focus on engagement.” ( S Grantham, M Pearson, 2021,p86). By engaging with Anna, known for her authenticity and reliability, Hismile reinforced its brand identity as youthful, trendy and love for self-care. Despite potential risks associated with influencer endorsements, Hismile effectively managed its brand reputation by aligning with an extremely popular influencer whose values and persona resonated with its target audience, ultimately enhancing brand credibility and consumer trust.

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Conclusion Hismile’s collaboration with Anna Paul demonstrates successful use of social media to promote the cotton candy flavoured toothpaste and brand identity. By leveraging Anna Pauls influence of her 7.2 million followers, Hismile successfully capitalised on consumer demand for the new cotton candy flavoured toothpaste. Through the use of strategic marketing management, by creating quality content with tactical distribution while maintaining brand identity and reputation. Hismile engaged its targeted audience while increasing its advertising reach and enhanced its consumer trust in turn gaining new customers. This report demonstrates the importance and success of social media use to promote business and its products. References Chaffey, D. (2024, February 1). Global Social Media Research Summary 2024 . Smart Insights. https://www.smartinsights.com/social-media-marketing/social-media- strategy/new-global-social-media-research/ Dean, B. (2024, February 21). Social network usage & growth statistics . Backlinko. https://backlinko.com/social-media-users Grantham, S., & Pearson, M. (2021). Social media risk and the law: a guide for global communicators . Routledge. Hadley, E. (2023, July 28). Social Media Unwrapped: Hismile - Social Media Agency . Global Social Media Agency. https://social-republic.co.uk/blog/social-media- unwrapped-hismile/ Hismile [@hismile]. (2024, January 17). Don’t miss out on our final day TODAY! Opened 10am - 7pm, Pitt Street Sydney. Stop by for all things cotton candy and someone extra special . Instagram. Retrieved May 6, 2024, from https://www.instagram.com/p/C3tJQ6oBwZm/?img_index=1 Hismile [@hismile]. (2024, January 17). Can you guess what’s coming next? Tomorrow we announce our latest flavour . Instagram. Retrieved May 6, 2024, from https://www.instagram.com/p/C2LRSOKygk2/?img_index=1 Paul, A. [@anna_paull]. (2024, January 18). Instagram . Instagram. Retrieved May 6, 2024, from https://www.instagram.com/p/C2N2qYvyQ-J/

Potts, G. (2016). Graham Potts - Hismile | LinkedIn . Linkedin.com. https://au.linkedin.com/in/graham-potts-b031321b?trk=public_post_follow-view- profile Rudd, M. (2024, January 28). Aussie shoppers go wild for internet superstar Anna Paul’s $15 cotton candy toothpaste . 7NEWS; 7News. https://7news.com.au/best-picks/anna- paul-drops-highly-anticipated-collaboration-with-hismile-in-15-cotton-candy- flavoured-toothpaste-c-13389533 Sams, L. (2023, October 24). One of the fastest growing categories for Young Rich Listers – vanity . Australian Financial Review. https://www.afr.com/young-rich/one-of-the- fastest-growing-categories-for-young-rich-listers-vanity-20230829-p5e0bc Sutherland, K. E. (2020). The Content Curation Process. Strategic Social Media Management: Theory and Practice , 231--254. https://doi.org/10.1007/978-981-15- 4658-7_11 Young, S. W. H. (2016). Introduction to Social Media Optimization. Library Technology Reports , 52 (8). https://www.proquest.com/docview/1851608080? accountid=14543&parentSessionId=ytv9vzEpENBUujuxj1Wg %2FeewMVFTdUZruSDRLB%2BAczo%3D&sourcetype=Scholarly%20Journals

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