We were tasked with promoting the updated, new-look collection and ensuring that girls in the right demographics knew that Sunkissed had a brand-new look and products.
Utilising influencer video, we got creative with cuts and edits, always maintaining a rigorous eye on video engagement, consumption and quality metrics. We made sure that only the most engaging videos were going out to the girls who most wanted to interact with the brand.
Sunkissed wanted to increase online and offline purchases. We aimed to do this by reaching out to their highest-selling demographics through social and YouTube, ensuring that Sunkissed was always at the front of their minds during the high-demand summer months.
We had to ask ourselves - how do we structure the experience to include suitable branding collateral and increase brand recall to the point where it can positively impact in-store sales? How do we angle copy to provide an authentic, organic-style experience but influence recall and purchase decisions with the efficiency of a paid ad?
Overall, we took the approach of maintaining longer-form yet highly concise copy, with native-style phrasing, language and emoji usage. Utilising in-built CTAs and in-copy links in the style of an organic post, as well as delivering in primarily-organic formats such as IG Stories, helped us find the perfect balance between an organic feel and paid performance.
By dayparting across social and YouTube, we delivered videos to girls in the morning when doing their makeup, at lunch hours during school, after school before the homework rush and in the evenings and weekends. Delivering on such a defined schedule helped us ensure our ads would only show to girls when they were most likely to engage, appearing in the most attention-grabbing placements (such as IG Feeds and IG Stories).
The campaign featured some of the UK’s fastest-growing beauty YouTube stars, including Stephanie Toms, Jordan Lipscombe, Amy Rose Walker, and Grace & Grace. Each of the girls created gorgeous, glowy looks using Sunkissed products – showing their own make-up obsessed organic audience the very best of the products, while providing us with great collateral for the paid campaign.
New Targeted Audience
Focusing on paid sponsorship, we delivered this high-quality content to audiences outside of the influencers’ and Sunkissed’s own organic reach. This meant we could deliver exceptional influencer collateral to new, specifically-targeted audiences as they moved through their journey across social, YouTube, organic and in-store.
Engaging Content Tactic
We used intimate, native-style content in formats such as Get Ready With Me videos, Instagram Stories and tutorial videos to grab the attention of Millennials and Gen Z-ers in an authentic and engaging way. This ensured that even though we were reaching out to them through paid targeting options, our interactions never felt forced, aggressive or uninteresting. It was our aim to provide an organic and engaging experience to an audience we simply couldn’t reach via organic posting methods.
9,580,323 impressions across Facebook and Instagram
2,380,605 impressions on YouTube
300% increase in website sales from advertising campaign
1,747,511 social reach
21,288 unique link clicks
22.3% average video % watched (industry average 9.38%)
415,934 YouTube views
28.74% average video % watched on YouTube
437 on-site purchases
The Client's Own Words
“We’re delighted with the response to our #SunkissedReady campaign, which has already received over 3 million views and significantly impacted sales across all our retail channels.”