BEAUTY AND SKINCARE INFLUENCERS

CHALLENGE

  • Translate strategic brand insights into powerful micro influencer content

  • Tell a brand story more efficiently for #1 recommended moisturizer for severe dry skin by dermatologists yet low consumer awareness

  • Break through the $1B+ skin care sector

STRATEGIES

  • Focus on engaging beauty and lifestyle influencers who reach women over 35

  • Tested, measured and refined different storylines

  • Multi-prongued campaign devoted to a common skin condition (Keratosis Pilaris)

SUCCESSES

  • Authentic blogs support effort to drive e-commerce sales; have a long marketing tail

  • Generated more than 5.9MM views, 273K engagements and 12K clicks to eCommerce/brand channels and an ROI of 548%

  • Engagement rate of 4.61%

  • Influencer campaign accounted for 20 of top 100 referral sites to brand website (higher quality traffic than other referral sites)