Kantar: Becoming the Go-To Market Intelligence Source on Evolving Beauty Trends
Kantar asked AxiCom to place its global beauty report in top lifestyle magazines around the world. The challenge for the team was to identify the most impactful points in a lengthy report showing global trends YoY to help Kantar break into unfamiliar media territory.
Implementing The Axis
The Axis is AxiCom’s communications philosophy and process. The six-step process provides key insights and pinpoints where your brand exists at the intersection between audience, brand, culture, and technology – acting as the north star to guide integrated communications.
“AxiCom helped leverage Kantar’s insights to a global audience by creating captivating stories that educate and inform consumers and brands alike.”
Audience Insight
Having a firm finger on the pulse of consumer and lifestyle news, and spending plenty of time carefully researching key journalists looking for detailed insights to build an impactful story was a fundamental first step in our media strategy.
Brand Insight
We worked alongside Kantar to clarify what success meant for them before launching the global beauty report and collaborated with the internal communications team to identify top stats and create a framework of tailored pitches shared with specific media targets.
Culture Insight
The global beauty report sought to address the significant trends of cosmetic buying and wearing, as changing priorities and fewer usage occasions caused a YoY decline during and after Covid-19 lockdowns worldwide. The beauty sector may have appeared to experience a downturn during the pandemic; however, a rebound is taking place, and the aim of the campaign was to highlight the new opportunities for cosmetic manufacturers.
Tech Insight
The AxiCom team spent time delving deep into large datasets and used technical thought and expertise to help drill into the research and translate patterns and trends into thought-provoking storylines.
The Axis for Kantar
AxiCom helped leverage Kantar’s insights to a global audience by creating captivating stories that educate and inform consumers and brands alike. The Kantar team works in tandem with external agencies and is primarily responsible for promoting Kantar research with top media outlets in the UK and beyond.
In this instance, AxiCom curated a pitch that would, and did, attract the attention of a target audience, including tier-one publications and broadcasters – in turn, reaching a huge audience made up of the general public, brands, and cosmetics users.
The report sparked conversation across the beauty industry and beyond, placing Kantar’s research at the center of debate.
Results we Drove
- Over 3.5m total online coverage views and growing as of June 2022
- Rolling broadcast coverage on BBC Breakfast, BBC World News, BBC News at 1pm and 5pm, and across their UK radio network helped Kantar reach around 20 billion ears and eyeballs
- A wealth of follow-up media opportunities, including contributor articles, commentaries, and interviews on beauty industry trends that continue to roll in months after the initial launch