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Hareon named Collective its primary influencer marketing partner in the U.S. on Thursday morning.
The UK-based consumer healthcare giant has selected a New York-based influencer marketing agency to lead influencer marketing for its in-store and wellness brands across a variety of categories for three years.
As part of the deal, Collectively will partner with celebrities, nano-influencers and leading healthcare providers on social media in a campaign supporting some of Haleon’s best-known brands, including painkiller Advil, toothpaste Sensodyne and antacid Tums. Leverage a wide range of influencers, including experts.
The move also comes about 18 months after Haleon spun off from GSK and set out to establish its own identity in the ever-expanding world of consumer health.
“Hareon is in the midst of a transformation in the way we connect and resonate with consumers,” Katie Williams, chief marketing officer of Hareon US, said in a statement. “We are prioritizing a sophisticated influencer strategy with Collectively, as well as a richer, more upstream integration of this channel in our marketing mix to help consumers discover, learn about, and choose brands today, where and how they choose.” It will be possible to find out if there are any.”
While the collective comes on board to strengthen Haleon’s influencer power, the company is no stranger to leveraging celebrities and major voices to promote its products.
In the run-up to Super Bowl LVIII, Tamms teamed up with DraftKings to launch Tamms Prop Bites, a free-to-play contest where players have a chance to win $10,000 in prizes.
The brands also tapped comedian and talk show host Desus Nice as a predicted star for Tam’s Prop Bites and featured him in digital and social content as part of their efforts leading up to the big game kickoff. .
The world of consumer health has become a hotspot of activity and investment for the industry, given last year’s launch of Johnson & Johnson’s spinoff company KenVue. This week also saw the debut of Havas Consumer Health, the holding company’s latest foray into the space, which incorporates capabilities from Havas Health & You and Havas Creative Network.
Co-CEO Ryan Stern welcomed Haleon’s announcement in a statement, saying the three-year timeline speaks to the growing potential health care companies have for influencer marketing and that creative It added that it was consistent with agency and media agency reviews.
“Leaning into influencer marketing was a huge push for Hareon, as creators have the unique ability to speak with true cultural relevance and provide personal, authentic conversations about health and wellness issues. It will have an impact,” Stern said. “We intend to leverage our wealth of influencer relationships and tactics to enable brand teams to effectively optimize creators in their marketing plans.”
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