CPG Toiletry Brands Influencers Marketing Case Studies
Two examples of CPG Toiletry Brands using marketing influencers are Clinique for Men and Origins. Below these examples are further described.
- Clinique is a subsidiary of the Estée Lauder Companies and an American manufacturer of skincare, cosmetics, toiletries, and fragrances.
- Clinique used marketing influencers to raise brand awareness about the new "Clinique for Men" line of products.
- Clinique was more renowned for its hypoallergenic skincare and toiletries for women. The company wanted to raise product awareness for its new men’s line.
- The company used a disparate group of male influencers from various professions such as filmmakers, outdoors men, stylists, and lifestyle bloggers. Each represented a group of men who would be interested in using Clinique for Men.
- The campaign used macro-influencers such as Justin Livingston (@justinliv) with more than 190,000 followers on Instagram and Mikey de Temple with over 27,000 followers on Instagram.
- Every post used in the campaign was unique and defined the influencer by showcasing how they used the Clinique products in their daily lives. This helped create more organic interest in Clinique’s men’s line.
- The engagement rate generated as a result of the campaign was 3.8 times higher than the engagement rate of Clinique's official Instagram account.
- The 37 pieces of influencer content created resulted in an engagement rate of 3%, 2.4 million impressions, and over 67,000 interactions.
- Origins creates high-performance and natural skincare, makeup, and bath & body products such as shampoo, body wash, and others.
- Origins used micro-influencer marketing to reach a young, socially-aware audience and put the spotlight on its natural and cruelty-free products.
- Origins wanted to make young audiences aware of its natural and cruelty-free products and the expansion of its A Perfect World range. The company wanted to go big but limit its spending by using influencer marketing to target millennials, especially women between 24 and 35 years.
- Unlike other brands that use mega-influencers with over one million followers, Origins targeted micro-influencers. For its campaign #MyPerfectWorld, a group of 9 female micro-influencers with backgrounds varying from dancer to data strategist were used. Each micro-influencer had qualities like accessibility, approachability, and authenticity.
- Each micro-influencer had to create content on the small things that make their world more perfect. Origins also planted a tree for each entry.
- The micro-influencers involved in the campaign included Mikaela Kelly (14,200 followers), ClaireGeist (13,000 followers), and Jess Tran (3,505 followers).
- The #MyPerfectWorld campaign was a major success and based on it the company offered a 20% discount on all items, free samples, smoothies, appetizers, as well as free mini facials.
- The official Instagram page of #MyPerfectWorld had 16,279 posts with more than 10,000 engagements from the community.
To obtain examples of CPG Toiletry Brands that used marketing influencers in the U.S. that ranged from macro-influencers (over 10,000 followers) to micro-influencers (less than 10,000 followers), we first searched through news articles related to marketing and branding as they usually share various case studies and brand references of diverse successfully applied marketing tactics, including influencers. We searched through articles from eMarketers, Brand Channel, Brands Join Status, Smart Insights, and others. Through the search, we found two case studies using micro and macro-influencers. By further examining each brand's official website, press releases, social media sites (Twitter, Instagram) we were able to fill in the requisite details for each case study.