Planity was born from the idea that the beauty sector needed to enter its digitalization era. Hairdressers, barbers, beauticians ; all those professionals, as entrepreneurs, wear many hats : secretary, accountant, as well as manager.
Our main goal was to simplify their lives, making them focus on what they’re good at : taking care of others. In 2022, eager to go further in the development of both our notoriety and visibility, we took a step forward in our communication strategy by including our clients. We thought, who could advocate for our solution better than those who use it on a daily basis ?
That’s when we started our Ambassadors program, which gathers some of our most eminent clients, with successful paths.
In this interview, Ilona, Camille and Cynthia are taking us to the heart of the Planity’s Ambassadors program.
First and foremost, can you introduce yourself ?
Cynthia : I’m Cynthia Martin, and I joined Planity in March 2022 as Community Builder.
Camille : I’m Camille Perrin and I also joined Planity in March 2022 as Community Builder.
Ilona : My name is Ilona Toma and I’ve arrived in September 2021 as Marketing Project Manager for Planity in Germany, and now I’m Brand Content Manager.
In a few words, what is the Ambassadors program ?
Camille : The Ambassadors program consists in a partnership with some of our influential customers in which they promote Planity, our platform and how they use it. In other words, we trust them to be the face of our brand to their community.
How did you choose Planity’s ambassadors ?
Cynthia : In the beginning, we started with a list of some of our emblematic clients who are renowned. Then, we opened it to more recent ones who’ve been using our platform for over one year ; what we value most is that they’re known and recognized by their peers and are quite active on social media.
Ilona : It’s important to specify that recognition does not necessarily mean that they’re located in big cities. We have hairdressers or beauticians in small towns or villages, who will have a loyal community and are well established in their area.
What does the Ambassadors Program bring to them ?
Cynthia : By placing them as ultimate experts in their field, they gain prominence from both a larger beauty professionals audience and users of our platform. We also provide them with premium content that they can share to promote their activity, including shootings and videos. In exchange, they represent and vouch for us on their social media, during shows and trade fairs, advocating the use of Planity to their community. It largely increases our visibility, allowing us to reach new actors in the industry. Let’s say it’s a win-win situation.
Camille : We made a social media kit to give them tips and guide them through the process, but they remain free to communicate the way they intend to. We’re fully aware that, even if they communicate about us, the main topic should revolve around their passion and how they do it. The more authentic they will remain, the more impactful it will be.
What does a day in the Ambassadors Program look like ?
Camille : We’re in permanent contact with our ambassadors, which implies being present, responding to their demands whether it’s by emails or with meetings. Also, we shoot three videos per ambassador, so we have all this screenwriting work with Chloé, our content manager, and we devote much time to it. We obviously have some reporting too, and a content strategy part to find new concepts and new ways to activate our ambassadors’ community.
Ilona : Pretty much the same in Germany. Staying available, planning the next shootings and filming with them. We are still in the development phase, so we still have to approach and solicit new pros as potential ambassadors.
Ilona, you have just launched the program in Germany, how is it going ?
Ilona : Yes, I’m working on this program with Henni, our social media manager in Germany. The approach is similar to the French one ; we look for beauty professionals who hold a significant role and legitimacy in their industry. As we entered the German market one year ago, we chose to select clients who really scaled up their business thanks to Planity and actively use it in their daily life. For now, we already have 12 ambassadors, and they’re very enthusiastic about this mission.
And for 2023, what can we expect ?
Cynthia : Great things are on the way ! We will obviously continue to activate and extend our ambassadors program, but not too much, we want it to remain a bit exclusive. I’d say that we’ll mainly focus on mobilizing our ambassadors’ community on a local scale.
Camille : To pick up on what Cynthia said, we’re looking for new ways to involve our ambassadors into Planity’s communication strategy ; we’re now exploring several possibilities. We’ll also continue to produce some pleasant and fun B2C content with them, such as make-up or hairstyles tutorials. They enjoy this format, it shows them in action, doing what they love in an educational way.
Ilona : On the German side, well, develop our community and reach our goal by the end of the year.
