Oh Hey Hero! launched exclusively at H&M Beauty the 20th of April 2023, a collection of 10 everyday vegan essentials — from an effortless razor to a body moisturiser for just about everybody, created for Gen Z. VASS was tasked with turning the heads of Norwegian Gen Z beauty shoppers through PR activities such as proactive press outreach, a creative send out to Gen Z influencers as well as strategic influencer collaborations.
To gain launch momentum, VASS distributed strategic press releases tailored to industry and consumer target groups, as well as digital press assets to selected journalists and editors. In addition, VASS pitched one-to-one interviews with brand spokespeople at OHH! and arranged for an interview with, among others, KOSMETIKK magazine.
To facilitate far and wide awareness, VASS carried out a creative send out to 70 carefully selected Generation Z profiles, to generate substantial social media buzz. The kit included 5 hero products, a branded OHH! cap and toiletry bag, as well as fun OHH! stickers, all packaged in a custom-made colourful OHH! box. The large number of recipients meant that Instagram and TikTok were covered with OHH! content during the launch period.
For the influencer campaign, the aim was to capture the attention of a young generation wanting honest and modest body care products that make life a little easier and whole lot more enjoyable. VASS collaborated with two key Gen-Z influencer ambassadors, Sofie Vollan and Victoria Zozimo, both heroes chosen to capture their experience as they tried out the OHH! collection. In the campaign, the Gen Zers were asked to share their passion loud and proud and celebrate topics aligning with the OHH! brand such as individuality, body acceptance and freedom of expression. Both profiles created playful, youthful content tailored to TikTok and Instagram, with their unique Gen Z flare. The campaigns were directed to OHH!’s landing page on H&M Beauty’s online shop.
Heroes that received powerful products