Influencers Deliver ROI for Beauty Brand
Proving influencers can drive real results, not just reach
Challenge
A leading beauty brand wanted validation that influencer marketing could impact sales, not just reach. With a new hair product launch targeted at Millennial and Gen Z audiences, they sought a campaign that would confirm influencers’ power to build engagement, affinity, and ultimately drive purchases.
Previous influencer initiatives had unclear ROI. The client needed definitive proof of business impact before fully embracing influencer marketing.
Strategy
We carefully vetted over 100 potential creators and identified 5 macro beauty influencers ideal for the brand/audience. Criteria included shared values, content quality, engagement rates above 3%, and strong Millennial/Gen Z appeal.
The influencers created 3-5 minute YouTube demos showcasing the new hair product in real routines. We amplified further through Instagram and Facebook.
With 2.7M in paid media reach, the campaign added 3.4M in earned reach as the creators shared across their platforms. We further leveraged the content, editing it for social ads, programmatic display/video, and other uses.
Results
In one week, sales on Amazon increased 127%. Months later, the viral content continues gaining views and shares. Due to the campaign’s popularity, the product is now available at all major retailers. Influencer marketing clearly impacted brand affinity and sales.
