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Case Study: Estée Lauder looks to Instagram influencers on multi-brand campaign

Tyrone Stewart

Estée LauderBack in August 2017, Estée Lauder Companies and its portfolio of beauty brands – including Bobbi Brown, MAC, and Clinique – teamed up with Vamp to launch its first multiple-brand influencer marketing campaign.

The goal of the campaign was to raise brand awareness on Instagram by using social influencers and to gain an insight into the current feelings toward the beauty industry on social media via an influencer survey – making Estée Lauder the first of Vamp’s clients use influencers in a market research capacity.

“Influencers are part of the ongoing marketing strategy of Estée Lauder Companies because they allow the brand to tap into new audiences and have consumers see how our products can fit into their lifestyle,” said Kate Gildea, corporate digital & social media marketing lead at Estée Lauder Companies.

“We really enjoy seeing influencers communicate our brands and products in their own unique voice. It provides inspiration for our consumers and also evolves our creative choices for our marketing communications.”

A group of 60 influencers were given 37 products from across Estée Lauder’s brand portfolio, and were given the freedom to select which products they wanted to post about and total creative control.

As a result, Estée Lauder was able to gain 120 pieces of content. This content helped its brands reach over 3.3m users with an overall engagement rate of 3.8 per cent – above its reach and engagement targets of 1.5m and three per cent respectively.

Meanwhile, the influencer survey revealed that the most successful beauty brands on Instagram were Mac, Mecca, and Clinique, followed by La Mer, Estée Lauder, Glossier, and Aesop.

The most popular type of beauty product was found to be skincare, while fragrance and lipstick were found to be easiest to photograph and achieve the highest engagement.

Among millennials, the most successful beauty brands on social media were found to be ones that partake in influencer activity, as well as those with a good brand aesthetic and its own Instagram activity.

“It’s not so much about selling a product, it’s more about presenting an attainable lifestyle,” said Aaron Brooks, co-founder of Vamp. “Millennials want to see a product in action from the people they trust.”