CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company in 1961. It was acquired by Coty, Inc. in 2016.
Campaign objectives were to increase brand visibility on TikTok and Instagram, drive traffic to CoverGirl website to purchase products.
18 – 30 yrs old
Generate content through beauty influencers on social media platforms, TikTok and Instagram.
Through only 88 total pieces of content, the campaign achieved 294K+ impressions and views, with an actual audience reach of 266K+ with a Canadian reach of 43.7% on TikTok and Instagram.
# INFLUENCERS INVOLVED
# CONTENT PIECES GENERATED
Focus on talents with a high engagement reach, rather than just a high following. Influencer’s audience should be interacting with their content when prompted by a Call-To-Action. Dynamic content should also be limited to under 20 seconds to encourage watch time and increase audience retention rate. Influencers should promote products through educational content (i.e. how to use the product, the benefits of the product, and key product ingredients).