COVERGIRL 2019/2020

CHALLENGE: COVERGIRL sought to engage and inspire a diverse audience by modernizing its brand image through a combination of beauty and lifestyle-focused content. The goal was to maintain relevance in a competitive market while navigating challenges such as budget limitations, exclusivity restrictions, and the global disruption caused by COVID-19. This required a pivot to work with accessible influencers who could authentically connect with COVERGIRL’s target demographics.

SOLUTION: The campaign evolved to focus on a blend of beauty and lifestyle influencers who embodied the COVERGIRL ethos of inclusivity and authenticity. Key strategies included:

Targeted Influencer Partnerships:
- Collaborated with influencers across beauty and lifestyle verticals, including notable names like Symphani Soto, Molly Sims, and Amanda Stanton, to align with diverse audience segments.
- Activated influencers who demonstrated genuine brand loyalty, with many sharing organic posts beyond their contracted deliverables.
Content Creation and Amplification:
- Produced a total of 175 posts across Instagram and YouTube, including carousels, Stories, and video content.
- Repurposed influencer content for COVERGIRL’s owned channels, where branded videos performed 2-3x better than on influencers’ original platforms.
Product-Specific Focus:
- Highlighted product lines like Clean Fresh, which garnered the highest traction with 12.9M impressions and a $292K MIV, and TruBlend, which achieved strong audience resonance and a 3.22% engagement rate.

SUCCESS: The campaign delivered significant results, demonstrating the power of authentic influencer partnerships in driving engagement and brand affinity:

19M total impressions and 8.09M total reach across all platforms.
457.8K total reactions, with an average engagement rate of 2.41%.
$517.1K in earned media value (MIV), exceeding benchmarks.
Instagram static posts proved the most effective content type, achieving exceptional engagement and positive sentiment.

By pivoting to accessible influencers and emphasizing authentic storytelling, COVERGIRL reinforced its position as a beloved and relevant beauty brand, resonating with both core and new audiences.