Beauty subscription box IPSY activated at our BRANDEdit Nashville Experience and sought ways to further capitalize on the event with an influencer program. The Digital Dept. team developed and led a paid influencer program on IPSY’s behalf to supercharge their multi-tiered influencer marketing efforts, activating 5 creators to drive brand awareness for IPSY.
Together, our program exceeded all expected benchmarks for this campaign, reaching over 403K users across the paid posts. Between the paid and organic event efforts, we were able to secure 107 total pieces of content with 5.4MM overall impressions.
Here’s how our team was able to achieve such incredible results:
Matching Influencers & Brand Strategically
Our casting for this program focused on finding ideal influencer partners whose audiences aligned with IPSY’s target customer. The Digital Dept. team selected 5 content creators with a focus on lifestyle and beauty content and whose audiences aligned with our target audience of U.S.-based women between the ages of 18 and 34 who are interested in a beauty-focused lifestyle.
By diving into audience demographics and target customers, we ensured that we were activating creators with audiences that would resonate with IPSY.
Showing And Telling
Our creator partners shared Reels, Photos, and Stories on Instagram to bring their audience into the world of IPSY. Creators attended our BRANDEdit Nashville Experience, where IPSY hosted an on-site activation, and showcased the products in their IPSY box to demonstrate to their followers the full IPSY experience.
The creators blended vlog-like storytelling with product reviews and demonstrations for campaign content to draw in viewers while also ensuring that they spoke to the benefits and unique features of IPSY.
Driving Organic Content Moments
By activating at our BRANDEdit Nashville Experience, IPSY was able to garner additional organic influencer content in addition to the 5 paid partnerships. Within 1 month of the event, we secured 5.4MM additional content impressions and 107 pieces of influencer content. Our brand strategy team’s focus on the paid program brought guaranteed results, while our events team worked with IPSY to deliver an incredible in-person experience that led to additional, organic content.
Planning out your next influencer marketing campaign? Interested in activating at our next BRANDEdit Experience? Whatever your influencer marketing needs, The Digital Dept. can help!
