Smashbox’s sellout line

Smashbox came to us because they had a great new product which quite simply wasn’t being given the attention that it deserved. Their ‘7 Cover Shot’ eye palettes wanted to revolutionise eye makeup, giving customers and bonafide beauty experts the means to produce expert eye make up in the comfort of their own home.

As firm believers in ‘content that tries to sell doesn’t’, whereas ‘content that tries to help does’ – we on-boarded five influencers to create ‘How To’ guides to inspire and excite Smashbox’s potential customer base. We matched Smashbox with some of the most exciting and dynamic beauty influencers in the business, creating social strategies that boosted engagement, online sales, and most importantly showed the community how to get the most out of this exciting product!

Challenge

Engage and excite Smashbox’s new and existing audiences around the launch of their ‘7 Cover Shot’ eye palette, ensuring that influencers drove commercial sales off the back of their content.

Approach

Connects identified five beauty-focused influencers who are known, and trusted, for creating colourful, bold and aspirational makeup looks.

With video content being key to reputable social media campaigns – we conducted a Primary Research Survey in which we found that 84% of consumers said that they preferred video content to image or text. This is why we chose video format to distribute Smashbox’s How To guides for the ‘7 Cover Shot’ eye palette. Ensuring consumers saw the true value of purchasing an item with seven different colours within it.

Each influencer chosen supported their video with shoppable “swipe to purchase” Instagram Stories, tracking the individual visits and conversions on Smashbox’s site.

The chosen influencers were selected based on their archetype to ensure the partnership was seamless and the content felt truly authentic within the influencer’s, as well as Smashbox’s earned, feed.

For instance, Connects categorized Natalia Homolova under the Creator archetype, meaning she was provided with the Bold palette and showed her followers how to apply seven very vibrant shades. On the other hand, Lesley (AKA Fresh Lengths) who’s known for her natural look, was categorized under the Innocent archetype, partnered with the Ablaze palette (the subtlest of the range) and created a How To guide which showcased the most toned down of all five looks.

Results

This week long activation delivered:

  • Partnered content generated over 1.9M impressions/new opportunities to see.
  • The 5 ‘How To’ videos generated 486K views, averaging 97.2K views per video with an average of 12.3% engagement rate – above industry average of 8%.
  • Connects tracked 486K unique engagements across the influencers feeds.
  • A 174% increase in engagements compared to owned content on Smashbox’s feed.
  • A 90% uptake in partnered campaign content.
  • 100% positive sentiment, tracked through Sprinklr

 

 

 

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