THE INKEY LIST
Bio-Active Moisturiser Product Launch
Brief and Objectives
The launch of The INKEY List's Bio-Active Moisturiser was set to be the brand’s most significant event of the year, aiming to make a substantial impact in 2024. The objectives were to create a memorable launch, tap into new lifestyle subtopics, identify influencers within the community to represent the 'skin changes' narrative, carve a niche in the anti-ageing market, and manage a storytelling campaign with VIP influencers.
Campaign Strategy & Execution
The campaign strategy involved broadening influencer outreach to dermatologists, over 40 makeup lovers, and travel influencers to engage diverse audiences.
We highlighted the Bio-Active Moisturiser’s unique, scientifically-backed ingredients and developed content guidelines for influencers to share personal skincare stories.
Personalised PR packages were sent to influencers, and efforts focused on Instagram for detailed content and TikTok for viral snippets.
Execution included collaborating with 50+ influencers across the UK, France, USA, and Dubai, hosting an online event with a live Q&A, and organising a storytelling shoot with VIP influencers, such as Candice Braithwaite.
Campaign Results
The INKEY List campaign achieved:
+ 5 million views across Instagram and TikTok
+ Over 100,000 likes, comments, and shares
+ An Instagram following increased by 15%
+ An increase in TikTok views and interactions by 20%.
The Bio-Active Moisturiser sold out within two weeks, exceeding sales projections by 30%, and received positive feedback, solidifying its reputation in the competitive anti-ageing market.
The campaign successfully tapped into new lifestyle subtopics, bringing diverse audiences into The INKEY List community and strengthening relationships with existing influencers.
By strategically expanding the influencer network and creating engaging, relatable content, we effectively positioned The INKEY List’s Bio-Active Moisturiser as a standout product in a crowded market, driving significant buzz and sales for the launch.