French beauty brand Lancôme wanted to hype their recent product launch with the campaign “skin feels good”. The goal was to impact awareness and purchase behaviour through our army of micro influencers.
France is world famous for a few things: the Eifel tower, French toast and of course Lancôme. The brand keeps on developing new exciting products with the highest quality finish for all women.
Lancôme wanted to set off their new product launch of a new foundation with powerful handpicked beauty influencers. This way they could create authentic brand messaging through a trustworthy persona already identifying with the beauty industry.
63 selected influencers from both Sweden and Denmark were given a beauty box of new Lancôme products valued at 110€. All Lancôme asked for in return was a single Instagram post and a story showing the “skin feels good” foundation results alongside the selected campaign hashtags: #skinfeelsgood & #mylancome.
The 63 Danish and Swedish ambassadors were trustworthy micro influencers with between 1.776 and 25.167 followers and a combined following of 273.853 people. They posted in total 63 images of skin glow and 63 personal stories, which eventually got 12.674 likes and comments.
The most successful post got an unbelievable engagement rate of 61.9%. This just underlines the impact of collaborating with micro influencers. The micro influencers not only improved brand awareness, preference and high engagement within an unexploited segment. They also produced beautiful images, which Lancôme Beauty can share as authentic content across it’s channels.
63 local micro-influencers
63 posts in total
Total combined followers: 273.853
Total reach of all posts: 273.853
Total engagements: 12.674 likes and comments
Average engagement rate: 8,1%
Full service over 14 days
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