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)