You've undoubtedly seen it before, 'Hailey Bieber's Phone Case'… The case that many women were waiting for, or not?
What is behind the great success of this case? It's certainly not just the product itself, but also Rhode's innovative marketing strategy!
Of course, Hailey Bieber, the founder of Rhode, plays a major role in the success of the brand. Hailey is a world-famous influencer with more than 52 million followers. So she is the ideal role model to promote her brand. Gen-Z is completely captivated by its products.
Hailey has created many trends in the world of Gen-Z. Just think about…
- The 'Chrome Nails' : nails finished with a powder that provides a mirror effect.
- The 'Hailey Bieber Beach Waves': loose, wavy curls that you can easily create with a hair straightener.
- 'Hailey Bieber Blue Eyeliner': Hailey went to Coachella with blue eyeliner under her eyes
The purpose of Hailey's beauty brand? Keeping your skin looking 'glazed and delicious'. She extends this to the brand and all its campaigns. Who else than Hailey Bieber herself is the excellent role model for that? Because everyone would want to look like that, right? So she is the perfect ambassador for her own brand.
Rhode mainly uses TikTok to communicate with their target group, and it delivers results! They send super original and unique PR packages to relevant influencers. These influencers in turn share fun content with the products. This is how they share reviews, create make-up looks from Hailey Bieber...
The whole internet exploded when Hailey Bieber posted a mirror selfie with her new Rhode case. You would think, a case, nothing special, right? Hailey's case is designed to hold a lip balm. In this way she solves the problem of many women, while those women probably don't even know that it is a problem with which they struggle. What is that problem? Women often only need 2 things: their mobile phone and their lip balm. So you often need an entire handbag to take just 2 things with you. Since Hailey Bieber' Phone Case allows you to attach your lip balm to your case, that problem is quickly solved. No more fumbling and endless searching in your handbag. Naturally, the case is designed so that only Rhode lip balms fit in it. The case alone is of no use to you, without lip balm the case doesn't come into its own. Clever!
It didn't take long for other brands to jump on this trend. For example, Heinz made a case in which you can store a mini pack of ketchup. Heinz gave away such a case through a giveaway on social media, which of course generated a lot of interaction. Clever!
But Porsche also jumped on the boat. Porsche jokingly created a case in which you could keep your car keys. The result? More than 1 million likes on Instagram!
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