earned media value: $9,264 Value of assets generated:$5,525
Followers Gained: 4,542 Influencers Included: 20
Julep is a Seattle-based beauty brand that creates innovative makeup, skincare, nail polish & customizable monthly beauty boxes. Influencers are a big part of their marketing strategy, and the content that influencers create on their behalf is consistently used across all of their channels. They work with Cohley to run a variety of different campaigns, and for this specific Cushion Complexion campaign they had a very specific set of goals.
Julep turned to Cohley to deepen their connections with Millennials and Gen Z'ers on Instagram and to expand their overall social reach. They also aimed to generate rights-approved photos that could be repurposed across marketing channels.
Fast forward just over a month later....
The campaign's audience consisted of 37 percent 18 - 24 year olds and 58 percent 25 - 34 year olds, and those were the most engaged demographics as well. With Cohley's close guidance, Julep reached 348 percent of their target number of impressions in the campaign and they exceeded their target Earned Media Value by 78 percent.
Their cost per engagement was 591 percent lower than what they'd anticipated, and they generated dozens of great photos that they would go on to repurpose everywhere. They also took away a critical learning that's highlighted below.
Julep Campaign Top Performers
Perhaps the biggest learning from the campaign was that non-traditional beauty influencers could not only do a great job featuring Julep's beauty products, their average post engagement was actually much higher than their posts with their beauty influencers. This valuable insight has led them to focus a significant percentage of their influencer efforts on non-traditional beauty influencers and has continued to re-energize their ongoing influencer efforts.