a. Influencer PartnershiPs

Overview

Due to impressive results from our primary research, our first campaign tactic is to utilize influencer partnerships. We found that about 55% of respondents learn about makeup via Instagram and YouTube. Furthermore, we discovered that all of our respondents know about cosmetics through the social media platform, Tiktok. This information was very useful for us as it demonstrated that most of our target market heavily tunes into influencers on social media to learn about new products, instead of researching and going into stores themselves.

To progress with this idea of influencer partnerships, we carefully selected every influencer that not only reflected our goals but also had a connection to each of our buyer personas. We want our audience to be inspired by these chosen influencers and relate to them.

Our Chosen Influencers

Our potential macro influencer has a large audience and following. They are the ideal option for achieving Tower 28 awareness by reaching many people simultaneously, sometimes by just using a single post.

The macro influencer we chose is Mai Pham. She perfectly embodies our buyer persona one and being someone who suffers from acne, Pham brings inclusivity by redefining the “clean girl aesthetic” for our audience. She has over 5 million followers across all her social media platforms, such as YouTube, TikTok, and Instagram. Despite her large following base, we also chose Pham as our influencer, as most of her followers love her because she is relatable and down to earth. As Pham already likes Tower 28, this partnership would be genuine to all her followers.

Our next candidate would be our microi nfluencer. This person has a smaller following base and uses their social media presence to promote products relevant to their interests or expertise. Some advantages to partnering with a micro-influencer are higher audience engagement, accessibility, and more inclusivity as they work at a peer level.

The micro-influencer we chose is Rachael Fuss. She is our buyer persona two – someone who likes to keep it clean and simple. She loves expressing her passion for skincare through Instagram and podcasting with other brands. With a following of about 50k, she engages with her audience and connects with people individually. She is a great candidate for our #CleanIsInclusive campaign as she makes skincare readily available to anyone, sharing her favorite routines, customized tips, and affordable product links on her skincare standard blog.

Last but not least, we have our male influencer. This person has the same qualities as the others but brings more diversity with gender. We want our campaign tactics to reflect our campaign itself. Therefore, this would highlight our line that clean IS inclusive and IS for anyone and everyone.

Our chosen male influencer is Theo Turner. He is a celebrity makeup artist and skincare enthusiast. He embodies our buyer persona three, as he is into beauty and skincare and is passionate about sharing his interests with the world. While being a makeup artist and skinfluencer, he is also a very empowering digital creator. He constantly emphasizes the importance of inclusivity and diversity across all his content.

All three of these influencers don’t necessarily fit the stereotype of what most think of as a “clean girl.” They redefine the term and make it more inclusive, showing how some characteristics emulate a clean girl look; no matter if one has acne, is not white, or is not even female, they all share a love for beauty and skincare.

Measurement of Effectiveness

The effectiveness of the influencer marketing will be evaluated by the following metrics: Track sales through affiliate links, Track social media engagement from collaborative sponsorship posts (social shares, likes, comments, mentions, view-through & click-through rates), & Track website traffic from swipe-up links (link clicks).