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Phy Life is a men's self-care brand that specialises in creating dermatologically-tested, 100% vegan products. Operating as an internet-first brand, Men Phy focuses on offering a diverse range of grooming products tailored specifically for men. Their product catalogue includes a comprehensive selection of face, body, hair, beard, and shaving products.
One of the distinguishing features of Phy Life is their commitment to using natural ingredients and ensuring their products are cruelty-free. With a strong emphasis on quality and ethical practices, Phy Life aims to provide men with effective and sustainable grooming solutions that promote self-care and well-being.
Phy Life aimed to collaborate on a campaign targeting both micro and macro influencers to maximise reach and engagement across YouTube.
The campaign strategy for Phy Life revolves around identifying and partnering with content creators who can seamlessly integrate Phy Life products as integration videos on YouTube.
Phy Life intends to leverage special days and current trends as part of their content strategy. By aligning with these occasions, the campaign can tap into the existing enthusiasm and interest among the target audience. Additionally, the brand aimed to collaborate with grooming and travel creators, recognizing the relevance of these niches in the context of Phy Life's product offerings.
The primary goal of the campaign was to drive sales for Phy Life and focus on generating a measurable increase in revenue through the influencer collaborations.
Running a recurring campaign almost every month to ensure consistent sales posed a significant challenge for Phy Life. Another challenge for Phy Life was to identify organic and genuine creators on YouTube who had a substantial following within the beauty and grooming niche, specifically targeting male audiences, as it features products for male grooming only.
Effectively communicating the brand's message and highlighting the key product features through the creators was crucial for Phy Life. The brand wanted to ensure that the integration videos not only showcased the products but also effectively persuaded viewers to consider trying out Phy Life's offerings.
By leveraging Wobb's search function, Phy Life efficiently identified and shortlisted content creators who catered to male audiences. The advanced filters provided precise control over criteria such as audience reach, geographic location, and content expertise, ensuring an ideal alignment with Phy Life’s target audience and category.
With the aid of Wobb's advanced filters, Phy Life further refined their search to select influencers with a proven track record of engaging audiences interested in beauty and grooming. .
The integration of Wobb's Campaign Brief helped the brand to clearly articulate their campaign objectives, enabling the selected influencers to gain a comprehensive understanding of the desired outcomes and campaign requirements. Through the Campaign Brief, Phy Life provided content creators with detailed references and scripts, equipping them with a solid foundation to create videos that seamlessly aligned with the brand's vision and effectively conveyed its messaging..
Phy Life successfully utilised Wobb's search functionality and advanced filters to identify and shortlist content creators catering to male audiences. The precise control offered by the filters ensured an ideal alignment with Phy Life's target audience and category. Hence, the campaign was effective in reaching 12 million viewers across YouTube and earned an engagement rate of 0.3 million..
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