Bilal Kaiser, Manager, Social Media & PR, Baxter of California/L'Oreal
Bilal handles all things PR for Baxter of California. He develops, executes and monitors all social media, PR and digital marketing campaigns. In his short eight months working with Baxter he has significantly impacted social media channels as well as more “classic” media relations.
To bolster Baxter of California's reputation with its existing customers and add a few new ones, Bilal worked with A-list menswear boutique Unionmade to produce a partner promotion celebrating the start of summer. The Superior Summer campaign included a social sweepstakes, VIP seeding, in-store support and blogger outreach. The two-week campaign was tremendously successful and lead to a 46 percent fan increase on Facebook, 61 percent follower increase on Twitter, and the brand’s highest click-through rate on both social and email to date. In the month of July, Baxter led total PR impressions (both print and digital) in the men’s grooming category, receiving close to 200 million media impressions—ahead of category giants like Gillette, Dove and Kiehl’s—and came in second place from a publicity value perspective.