Creating strategies for a target audience without a defined focus can be a major obstacle, as it is necessary to balance communication to reach people assertively. This was the biggest challenge for Dalla, a vegan cosmetics brand, when building a good marketing plan. The brand's founder had no doubts about the path to follow: accurately studying and reaching a wide range of people.
One of Dalla’s strong points is that it is a conscious brand: in addition to seeking to contribute to the so-called “creative economy”, the cosmetics brand is vegan and 100% cruelty-free, but this is far from a bonus: “Here, we are not talking about strategy or differentiation. We are talking about social responsibility and all brands should follow this. It is something that does not hinder us at all, since we are aware of raising the flag of not testing on animals, which works in the development of high-tech products that are accessible to everyone”, emphasizes Eliane Dalla Vecchia, CEO of the brand.
The challenge was huge, as it involved identifying the values and luxembourg whatsapp data interests shared by different groups, ensuring that the message was inclusive and relevant to everyone, while standing out amidst so much diversity. “Our focus has always been on finding common ground and actively listening to what our customers and followers want. We are always on the lookout for constructive feedback, whether through our digital community or at the point of sale,” he said.
Influencers were fundamental in the process
The use of digital influencers, which has become quite popular in recent times, worked as a way to raise awareness and contribute to the new world that was emerging, since Dalla's growth was organic: “It happened through our Influencer Marketing strategy. On social media, our community has always been active and opinionated, and we have always used the strategy of maintaining a strong and constant relationship with micro-influencers to co-create with us. This is one of the pillars that we find extremely relevant to contribute to the Creator Economy”, said the businesswoman.
Eliane also added that micro influencers have a loyal and highly engaged following, so having them in the branding and awareness planning helped to provide social proof of the pillars of mission, vision and values that were built throughout the brand's trajectory. “Relating to content creators and opinion makers in the beauty segment is part of Dalla's DNA, they set trends and help build a more competitive and diverse market for everyone,” she pointed out.
Despite the initial challenges, the brand continues to grow and increasingly seeks to continue on this path. In addition to influencer marketing strategies and reaching a large number of people, Eliane concludes by mentioning another fundamental point: “Many fronts are essential when we talk about a marketing plan for Dalla. One of the pillars of our marketing strategy is the development of our products, which have modern and extremely sensorial packaging, in addition to having excellent formulas and active ingredients that treat and benefit the skin. This makes the use of our products something different in the market, in addition to being pioneers in the vegan makeup initiative in Brazil”, she adds.