The Challenge
Aveeno faced the challenge of effectively connecting with Black women to promote skincare and wellness content. The goal was to foster meaningful interactions and ensure the content was both engaging and culturally relevant.
The Solution
Aveeno discovered Health in Her Hue (HIHH), a digital health platform dedicated to Black women, in Q3 2023. Through a multi-channel approach, they distributed Aveeno-sponsored articles and newsletters, ran social media campaigns, and hosted expert-led virtual events. Jane Doe, Marketing Director at Aveeno, remarked, 'The partnership with HIHH allowed us to reach and engage with our target audience in a meaningful way, promoting health and wellness effectively.' This collaboration allowed Aveeno to share tailored content, host events, and run optimized email campaigns that resonated with the target audience.
The Results
The collaboration yielded impressive results. Social media campaigns generated 49.4K impressions and reached 12.7K accounts. Events hosted by HIHH saw 205 registrants and 966 views, increasing community involvement. Email campaigns were particularly successful, achieving a 74% open rate and a 3.7% CTR. These metrics underscore the success of the partnership in driving user engagement and expanding reach through HIHH's platform.
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