Cosmetic Surgery brand Transform is channeling the power of bloggers to help tell personal stories around a number of procedures.
On board for the campaign are Sarah Ashcroft (That Pomme Girl) who will discuss her breast enlargement; Monikh Dale (Tres Monikh) for lip enhancement; Lydia Millen for laser hair removal and Scarlet Dixon (Scarlett London) for rhinoplasty.
The Blogger Stories marketing push will represent for the company a shift from TV and print-first activities, instead leaning primarily on digital and social media platforms.
Instagram and YouTube will be leveraged in the drive, looking to position the brand as the best for cosmetic alterations among young women.
It will launch in spring and will run for a year, with a spend totaling £770,000. Significantly, the material will contain no call to action. Instead, Transform hopes to attract fans of each blogger in a more organic way.
Steven Taylor, marketing director at Transform said: “This is a significant and groundbreaking campaign not only for us but for the UK cosmetic surgery industry.We’ve been building relations with the UK’s A List bloggers for close to two years which has now culminated in the ‘Transform Blogger Stories’ campaign.
“We are strong advocates of only using real patients in all of our marketing materials and this keeps us firmly on this path. We are moving towards a more subtle and sophisticated way of marketing to an increasingly discerning audience.”
It will be supported with dedicated webpages, online display campaign, social activity, PR, with some supporting press and TV ads.