With no UK social presence, Catalyst created, built and maintained social media platforms for Macadamia Natural Oil. Momentum built through organic posting but also from a healthy social ad strategy. We regularly put in place a range of different Facebook and Instagram advertisements that encouraged people to engage, like the pages and be directing to a point of sale. We also implemented regular giveaways, every two weeks, these included some great brand collaborations to increase consumer interest. The pages engagement, impressions and following grew month by month and we are now at just over 9K followers across social channels. Bringing a brand to life through social from scratch is always a challenge, building the social presence is exciting, identifying your audience and distributing good quality content that gets people talking and ultimately turns into sales.
The UK and PR outreach for Macadamia Natural Oil has been handled by Catalyst PR from August 2017. The first agency to look after the US brand and nurture it amongst the UK market, Catalyst PR applied a 360 approach handling the brands UK Social media channels and PR Outreach. Identifying good opportunities for the brand we had an exciting first few months, we also worked closely with the brand to create new content to add to their portfolio.
Although many have heard of Macadamia Natural Oil before, we implemented a fresh approach when targeting the UK press market. We reached out to consumer and national titles in a number of ways. We highlighted the best selling lines and pushed this to the centre of everything we did, on the way we picked up a Hair Mask winner title in Perfect Wedding magazine. We had several different physical mailing ideas including strong brand collaborations including Hotel Chocolat. We utilised our existing press contacts and also targeted a range of afro hair vloggers and press in order to stay on target with their market demographic.
London Fashion Week
Catalyst presented Macadamia Natural Oil with an exclusive London Fashion Week opportunity towards the end of 2017. After speaking and negotiating with the Vin + Omi brand team it was decided that Macadamia Natural Oil was to uptake a sponsorship opportunity during their London Fashion Week Spring/Summer collection presentation. Being the hair product of choice, Macadamia Natural Oil was the focus backstage. All of the participating hair stylists were gifted the products beforehand so they could get familiar with how the products worked and how to use them. On show day the styling products were used on all the catwalk models, Macadamia Natural Oil was credited and included also in the show goody bags. This was a great fashion collaboration that showcased the brand to a new audience and got it in the hands of influencers, press and fashion personalities.
When work began between Catalyst and Macadamia Natural Oil the brand were lacking in content. There was yet to be any social coverage on consumer postings, and those were out there were not the quality we envisioned for the Macadamia Natural Oil social pages. We proposed a large scale photo shoot to create a bank of 300+ images and selected video contact. The shoot including all the UK stocked products in a mixture of flat lay, lifestyle and on location shots. The photo shoot generated a huge amount of material that we used to bring the brand’s social accounts to life.