Overview
CATRICE Cosmetics, the cult favorite German-Beauty brand, is an innovative and luxury-inspired makeup line with an affordable price tag, and clean products you can feel good about. The client challenged 5W with building greater brand awareness for the cosmetics brand at its top retailer ULTA and ULTA.com. Already well-known for its DTC and Amazon business, 5W created an impactful influencer campaign to drive new and existing consumers in the Gen-Z and Millennial age groups to explore and shop for the brand at this key retailer.
Strategy
5W used social analytics to identify a list of leading content creators in the beauty and lifestyle spaces who had proven track-records to move sales. We then used this research to inform our strategic picks for multiple paid influencers to drive succinct and impactful messaging to their highly-engaged audiences. Influencer partners were given creative freedom (while working within campaign parameters) to highlight the brand's hero HD Liquid Coverage Foundation, and each created a complexion-driven look with the product to promote the brand's clean, high-performance, dupe-worthy and affordable key messaging across IGTV, IG Stories, and (for some with a higher following) YouTube. To optimize conversion, each influencer tied their content to current ULTA.com promotions.
Once the paid campaign was live, 5W seeded the product and campaign information to additional influencers on an earned capacity, which resulted in strong, organic social media hits across all platforms from micro to macro influencers, and everything in between. When it came to media, 5W was able to leverage the paid content and social virality of the product for further press opportunities, which helped in garnering further recognition, interest, and authority for the products within the editorial community.
Results
ULTA.com saw a 20% boost in overall ecommerce sales for CATRICE, and the campaign helped 5W reach 4+ billion earned media impressions that year, which for the brand was unprecedented at the time.
