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INFLUENCER MARKETING

with beauty brands

In the saturated beauty influencer space, it can be tricky for smaller brands to compete. In order to cut through the noise, small professional brand players can tap into key social media personalities to authentically demonstrate the transformative payoff of their product to trusted audiences.

In this example, we explore how a beauty brand successfully scaled their messaging on social media through a diverse array of influencers to drive a 50% sales lift.


HOW A BEAUTY BRAND SUCCESSFULLY SCALED THEIR MESSAGING ON SOCIAL MEDIA

TO DRIVE A 50% SALES LIFT


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THE OVERVIEW

In order to drive sales for 2 core products in-store, a professional makeup brand partnered with Obviously to deploy a multi-tiered army of influencers to drive video content promoting the product’s transformative payoff.

With proprietary targeting technology, Obviously’s team of experts worked closely with the brand to identify, vet and activate a strategic selection of 140 influencers of all sizes (micro, mid-tier, and macro) from both YouTube and Instagram.

The Obviously team managed all 140 influencers from end-to-end to fulfill hundreds of packages and deliver 948 posts in the form of high quality imagery and both short and long form video content.

With over 12 million views, the brand’s EMV skyrocketed and both products featured in the campaign experienced a 40-60% lift in sales in-store.



THE APPROACH

The beauty brand partnered with 140 beauty influencers distributed across tiers (micro, mid, and macro) from both Instagram and YouTube. Each influencer posted at least 1 image or video on their channel(s) centered around the product payoff. There were a total of 984 posts for the campaign, with an average of 7 posts per influencer. Each post included the brand tag, hashtag as well as a link driving to the website.

THE GOALS

  • Build brand awareness for the beauty brand in the saturated social media space during the holiday season 

  • Develop authentic video content showcasing product performance together with influencer personality

  • Connect to a diverse audience through a diverse array of influencers across platforms and tiers

  • Drive product sales in-store and to the website

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RESULTS

The beauty brand’s influencer marketing campaign featured 140 influencers from both YouTube and Instagram with audience sizes ranging from 100 subscribers/followers all the way up to 5 million. Influencers produced video content and imagery showing the transformative product payoff.

Obviously’s analysis showed that the macro and mid-tier influencer segments provided most of the campaign reach while the micro tier provided most of the content (88% overall).

Through this explosion of social media collaborations, the brand successfully grew its own Instagram audience significantly in parallel. 

The macro and mid-tier influencer segments
provided most of the campaign reach
while the micro tier provided most of the
content (88% overall).

8% SOCIAL GROWTH ON THE BEAUTY BRAND’S CHANNEL

12 MILLION IMPRESSIONS

40-60% Sales Lift in-store FOR 2 featured products

Why did this campaign succeed?

Partnering with high profile beauty influencers not only drives mass reach but also allows brands to align with those influencers’ personal brands.

“THE ENGAGEMENT ON THE NANO-INFLUENCER POSTS WERE SIGNIFICANTLY HIGHER, AND THE FOLLOW RESPONSES WERE MORE INTIMATE.”

Focus on core product with clear payoff

Selecting hero products for promotion maximizes influencer buy-in and the brand’s selection of collaborators for a campaign of this volume. New collaborators are more inclined to try critically-acclaimed products that they may have heard of previously, especially makeup products with immediate payoff. This type of collaboration facilitates the most authentic endorsement and highest content quality across all types of influencers.

Leveraged mega and macro-talent to drive buzz

Partnering with high profile beauty influencers not only drives mass reach but also allows brands to align with those influencers’ personal brands and deliver your message on a platform of credibility and exclusivity. Influencers at this level have a celebrity-like impact that evokes consumer fascination and press to drive buzz while driving buy-in from lower-tiered influencers to magnify the overall impact on social.

Tapped into authentic followers with small nano-influencers

The beauty brand partnered with nano-influencers in the to start a more personal, grassroots movement around their products. While the reach was obviously smaller, the engagement on these posts was significantly higher, and the follower responses were more intimate.