Submitted by Epidemic

ROWENTA x KARL LAGERFELD Influencer Marketing

Epidemic ran an influencer campaign for the ROWENTA x KARL LAGERFELD hair styling range, producing 143 pieces of content and generating over 5500 comments.

143pieces of content created
5500total comments
308,000total reach

Case in 60 seconds

ROWENTA held a strong reputation for appliance quality but needed the new styling tools read as distinctive and must-have, which was hard because over 80% of category purchases come from people recalling their top three brands.

The campaign appears to turn on desire being socially transmitted in this category, because a giveaway that rewards tagging converts a viewer into someone who names a friend, and that naming is the recall the brand needed.

Position an appliance as a fashion object by borrowing the credibility of creators already trusted in fashion and beauty, so the LAGERFELD design association carried through people rather than through product claims.

Epidemic partnered with influencers reaching the target demographic and directed content around the Pro Dual Motion technology, the Keratin and Glow coating and professional temperature control, mixing posts, stories and TikToks with before and after results, alongside a giveaway.

Epidemic reports 143 pieces of content, reach of over 308,000 people and over 5500 comments, and states that many of those comments came from users tagging friends so they would also enter the giveaway.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The target demographic for the hair styling tools, reached through influencers with standing in the fashion and beauty niche.
Hair styling appliances are bought as functional equipment while the LAGERFELD name belongs to fashion, so the work had to make a dryer or ironer legible as something owned for how it looks as much as what it does.
The page states that over 80% of purchases in the category occur when people know and remember their top three brands, which makes the buying decision a memory problem that advertising at the point of purchase cannot solve.
ROWENTA supplied the technical claims the content demonstrated, named on the page as Pro Dual Motion technology, the Keratin and Glow coating and professional temperature control, while LAGERFELD supplied the design association.
Based on the available evidence, the giveaway worked as a reason to speak rather than a reason to buy, because tagging a friend is a low-cost act that puts the brand name into a conversation the brand did not start.

Creative & Execution System

Assets & channels

  • TikTok
  • TikToks
  • photos
  • posts
  • reels
  • stories

Partners

  • Epidemic (lead_agency)

Participation mechanic

  • A giveaway, entered through comments, which the page reports drove users to tag friends so they would also take part.

Results & Evidence

MetricValueResult type
pieces of content createdA total of 143 pieces of content were created as part of the campaign.content_pieces
total commentsThe campaign generated over 5500 comments.performance
total reachThe campaign reached over 308,000 people across various social media platforms.reach

Why Epidemic's strategy worked

  1. 1

    Where category purchase depends on unaided recall, comment volume driven by tagging is a closer proxy for the goal than reach, because a tag names the brand inside someone else's feed rather than adding another impression.

  2. 2

    A brand extension into design territory appears to need third-party endorsement to land, because creators with standing in fashion and beauty supply the credibility an appliance manufacturer cannot assert about its own product.

  3. 3

    Spreading a single product story across posts, stories and TikToks with before and after results lets one demonstration carry different formats, which suits a product whose benefit is visible rather than described.

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