Micro-Influencer Campaign for Skincare Brand Generated 150k Video Views

The Client

Lumene is a Nordic skincare brand focused on using top-quality natural Nordic ingredients, and they want to bring sustainable beauty products to consumers looking for naturally luminous beauty.

Client Goals:

Lumene recently launched into a number of large retailers across the UK and wanted to gain brand awareness across the skincare category.

They had already been running activities with macro-influencers and beauty PR, but they wanted to ramp things up as a brand and reach as many new customers as possible, trying to achieve that ‘I’ve seen that brand everywhere’ kind of feeling.

• Generate significant brand awareness (large-scale campaign).

• High-quality content creation (on Feed and Stories).

What We Did

Our Influencer Marketing team was responsible for sourcing, outreach, briefing, influencer management, product fulfilment, monitoring content and reporting to ensure we delivered an end-to-end campaign.

Before the sourcing, we divided our search into three core influencer niches (skincare, sustainability and lifestyle) to incorporate the brand’s values. Then, we started the sourcing (mainly Instagram feed and Stories with a little test on TikTok) and outreach over a two-month-long period.

Throughout the sourcing and outreach process, we built relationships with the nano influencers (even though it was a large-scale campaign) to ensure they were engaging and connecting with the brand and its core values.

The Results

• 250 influencers and +450 pieces of content.

• Collective following of 1.3M followers.

• Total Engagements 26.4k

• Average IG ER 3.5% (based on public data, so we don’t know the Weighted Engagement which includes saves).

• 150k video views from those who created Reels and TikToks.