CELEBRATING THE #BEAUTYOFESSENCE
expanding BEYOND A HERO
Influencer Programming / Eventing / Creative Deliveries / Media Relations
essence Makeup is often known best for its star product, Lash Princess, hailed as “the internet's favorite mascara.” To expand consumer recognition beyond this iconic product, 5W developed an extensive, multi-tiered “Best of essence” campaign that positioned the brand as more than just a one-hit wonder by highlighting its entire range of top-tier offerings across all categories. The goal? Drive awareness, excitement and sales through a series of storytelling moments using the “Best of essence” foundation for media relations, strategic paid and organic influencer marketing, creative deliveries, and experiential eventing.
STRATEGY
5W identified 20 diverse content creators and loyal essence enthusiasts to showcase the brand's expansive range and unbeatable value through highly engaging 'Best of essence' video content. From esteemed beauty guru Tati Westbrook to TikTok sensation Mikayla Nogueira, each creator shared their favorite essence Makeup products, offering genuine testimonials that resonated deeply with their communities. But the campaign didn't stop at the digital realm; we also orchestrated a wide-scale vault among 1,000+ influencer and media contacts and a series of immersive brand events in key markets such as Los Angeles, New York, and Miami, celebrating the success of essence's top-sellers and bringing its fun personality to life.
39 Million
social media impressions
10 Million
in total reach
$1.5 Million
in EMV
The “Best of essence” social campaign garnered 39 million social media impressions, $1.5 Million in EMV, and over 10 million in total reach. Additionally, as a direct outcome of campaign activity, essence Makeup experienced a remarkable 25% year-over-year growth. Most notably, there was a staggering 76% surge in media coverage and a nearly 40% increase in social coverage spotlighting essence products beyond the iconic Lash Princess Mascara during the 6 months following the campaign, solidifying the brand's position as a multifaceted powerhouse within the cosmetics space.
RESULTS
