Client Background:
A luxury cosmetics manufacturer based in India, known for its skincare, makeup, and organic beauty products. The brand targets millennials and Gen Z audiences through both retail and e-commerce platforms.
Problem Statement:
Despite strong product quality and packaging, the brand struggled to break into competitive online beauty markets. Paid ads delivered traffic, but conversion and brand engagement remained low. They needed an authentic voice to connect with beauty-conscious audiences and drive product trial.
Service Provided:
We designed a strategic influencer marketing campaign involving micro and mid-tier beauty influencers across Instagram and YouTube. Our goal was to build trust, generate UGC (user-generated content), and create social buzz among target customers.
Solution Provided:
- Influencer Identification & Collaboration:
- Shortlisted 20+ beauty influencers and makeup artists with high engagement and niche audiences.
- Final list included skincare reviewers, natural beauty enthusiasts, and cosmetics vloggers.
- Content Planning & Deliverables:
- Co-created content themes around “daily skin glow,” “makeup essentials,” and “summer skincare routine.”
- Deliverables included: Reels, Unboxing videos, Tutorials, and Before-After reviews.
- UGC & Contests:
- Encouraged influencers to invite followers to post their looks using a campaign hashtag.
- Ran a “Best Glow Look” contest offering gift hampers and discount codes.
- Discount Code Distribution:
- Personalized discount codes for each influencer to track conversions.
- Used urgency hooks like “valid only for 3 days” to boost interest.
- Cross-Promotion:
- Brand re-posted high-performing influencer content on its own channels and website.
- Added influencer testimonial highlights to product pages.
Execution Details:
- Campaign Duration: 4 Weeks
- Influencers: 15 on Instagram, 7 on YouTube
- Formats: Reels, Stories, YouTube Shorts, Community Posts
- Hashtag: #GlowWithNature
Results Achieved:
- 1.3M cumulative reach
- 85K total engagement
- 6.1% average engagement rate (above industry benchmark)
- 1,920 discount code redemptions
- 230+ UGC entries submitted by followers
Client Feedback:
The client appreciated the authenticity and diversity of influencer content. They saw a noticeable lift in online traffic and better performance on product pages featuring influencer videos. Engagement with new users also grew significantly.
Key Takeaways:
- Influencer marketing builds trust and visual storytelling for beauty products.
- Micro-influencers deliver strong engagement and relevance when selected strategically.
- UGC contests create buzz and expand reach organically.
- Product pages embedded with influencer content show improved conversion rates.
