All in red! Cosmetics brand Clarins has launched acampaign with influencerson Instagram to promote her new lipstick.
This is not the first time we have seen a makeup brand carrying out an Influencer Marketing campaign to give visibility to
a lipstick, but on this occasion, we want to highlight the brand’s originality in transmitting the main characteristic of the
product under a concept.
First of all, the hashtag chosen for the campaign on Instagram is:#jolirougelacquer, which refers to the name of the
product itself. As it is a new product, or as they put it on their website, “a reinterpretation” of the legendary Clarins
lipstick, it is positive for the brand that at least one hashtag is the name of the product to position it on social networks. In
short, we can say that the objective of the campaign is to create awareness.
On the other hand, and playing with the creativity of the concept, the other hashtag used by influencers in their posts
is:#VinylYourLips. In this way, the shine provided by the lipstick is related to the vinyl effect. This is why the influencers
chosen for the Instagram campaign wear a red jacket with this shiny fabric in their photos, as we can see below:
Instagram search results for the hashtag#jolirougelacquerand#VinylYourLips
Clarins: Results of the Influencer Marketing campaign
In total, on Instagram we can find more than 100 posts with the gambling data vietnam main hashtag of the campaign:#jolirougelacquer. If we analyze with ourinfluencer software6 of these posts have obtained the following results:
Results provided by Influencity software for posts by @melissavillarreal, @martavidaurreta, @claudiaparrast, @tuttimarqiez, @kloeindark and @claudiasorianomunoz.
With the posts of the influencers@melissavillarreal,@martavidaurreta,@claudiaparrast,@tuttimarquez,@kloeindarkand@claudiasorianomun
oz, in Earned Media $3,403.65 has been raised, potentially reaching more than 700k users and almost 18k interactions (between likes and comments).
On the other hand, the top country reached was Spain with 59% and the city with the highest percentage of potential reach was Madrid with 8%. As for the target audience reached, they minimum and guaranteed wage in 2024 were mostly women, with almost 80% of the audience reached corresponding to this gender.
Which post has been the most successful on Instagram?
We have already seen the main data of the campaign in general (including these 6 posts). However, what KPIs can we obtain from the posts individually? Which post has achieved the most Earned Media? Let’s check it out!
At a glance, and based on the Earned Media generated, these are the posts that have performed best on Instagram. First place goes to Melissa Villarreal, whose post has raised $1,226.14, and last place goes to Claudia Soriano with $274.50.
Results provided by Influencity software for posts by @melissavillarreal, @martavidaurreta, @claudiaparrast, @tuttimarqiez, @kloeindark and @claudiasorianomunoz.
Analyzing anotherFundamental KPI of Influencer Marketing
Engagement, the ranking order is altered. First we find the influencer Elisa who obtained more than 20% Engagement in her publication. In this type of cases, the creativity of the publication is taken into account. This is an MUA influencer who has created attractive content for the audience that has generated b2b phone list many interactions, hence the ER.
On the other hand, we highlight Claudia Parras’ post as the one that has worked the least. It has achieved 1.39% with a Social Reach of 178k.
Results provided by Influencity software for posts by @melissavillarreal, @martavidaurreta, @claudiaparrast, @tuttimarqiez, @kloeindark and @claudiasorianomunoz.
In short, more than half a million people have potentially been reached on Instagram with the influencers’ content and have therefore become aware of the Influencers show reinterpreted Clarins product. And we can say that, surely, more than one of those people reached will want to have that vinyl effect on their lips. We can see this in the comments of some posts, such as this one by Claudia Parras in which a follower asks her about the specific shade of the lipstick.