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Case: Mermade Hair [Launch Netherlands]

Making waves in the Dutch media landscape with Mermade Hair

In a whirlwind of glamour, style and good hair days only we launched Mermade Hair in The Netherlands with a series of high-impact, creative initiatives. It began with a Barbie-style launch, personally delivering selfie cakes with a mirror in between the cherries on top to influencers, seamlessly blending into a stunning hair styling showcase at the Olcay Gulsen Beauty premiere. The momentum continued with the founder's, Tara Simich, visit to the Netherlands, marked by an exclusive meeting with the Hearst editorial team and a memorable dinner at Mr. Porter, culminating in a buzzworthy appearance at the Douglas event and strategic collaborations with Dutch icons like Anna Nooshin, Nikkie Tutorials, and again our friend Olcay Gulsen. Each step in our journey was designed to not just introduce, but to mesmerize the Dutch market with the Mermade Hair brand. 

Objective

Launching Aussie brand Mermade Hair in The Netherlands.
Purpose : Creating major brand awareness and building brand credibility

A GLIMPSE OF ALL OF THE MEDIA RESULTS..

MAGAZINES

ONLINE ARTICLES

INSTAGRAM SEEDING

TIKTOK SEEDING

So BEAUTY DROPS event

//At the So Beauty Drops event, Mermade Hair was present with a branded corner. During this So event, 120 influencers and editors were introduced to the brand and were given a Mermade Hair waver in their goodie bag.

BARBIE X MERMADE HAIR

//For the launch of Barbie x Mermade Hair, we gifted 5 macro influencers a selfie cake and the new product #cakeselfie.

OLCAY GULSEN GLAMROOM

//Olcay Gulsen Beauty hosted the glam room for the premiere of the Barbie movie. Mermade Hair was present with all the products and hair stylist Fabienne Jansen. Fabienne made sure that all the invited influencers at the glam room went to the premiere with a respective Barbie inspired hair-do.

Collaborations with Dutch icons Anna Nooshin, Nikkie Tutorials, and Olcay Gulsen

Paid partnerships, made personal and professional. 

While Nikkie Tutorials captivated her audience with a dedicated TikTok video having her audience choose between looks, Anna took to TikTok with two stunning looks, aiming to inspire her followers with her style. Meanwhile, Olcay delivered an educational twist, demonstrating how to turn almost-there curls into beautifully smooth locks using Mermade Hair tools.

RESULT IN NUMBERS..

ONLINE ARTICLES

QUANTITY: 10
PR VALUE: €42,500.-
REACH: 14,762,800

SOCIAL MEDIA

QUANTITY: 330
PR VALUE: €1,009,186.-
REACH: 47,319,945

PRINT

QUANTITY: 28
PR VALUE: €212,466.-
REACH: 1,877,910

TOTAL PR VALUE: €1,264,152.-
TOTAL REACH: 63,960,655