INFLUENCING A PRODUCT LAUNCH WITH A FRENCH CONNECTION
Paris, the fashion capital of the world, was the perfect backdrop for a beauty product launch. Pathfinders helped Amway’s ArtistryTM brand launch an influencer campaign that harnessed the power of social media to instantly introduce hundreds of thousands of followers to a new makeup line, driving brand awareness.
THE SITUATION
LET’S FLY
Artistry had a goal to do something bold for their Artistry Studio Parisian Style Edition subline. They proposed sending a few select influencers to Paris, for the most authentic brand immersion possible.
THE SOLUTION
CONTENT CREATION
Pathfinders rose to the challenge. Our social team sought to secure a group of influencers willing to create and post photo/video content from this trip on their channels. Additionally, Artistry would feature select content on its own social channels.
THE RESULTS
84
pieces of content created to share on @ArtistryUS’s social channels
15x
increase in @ArtistryUS’s influencer roster
500k
combined social reach from seven diverse influencers
The success:
100% influencer participation on Instagram
The Pathfinders social team far exceeded Artistry’s campaign expectations. We successfully recruited a group of influencers who produced 34 pre-trip announcements, an average of five daily Instagram stories, and nine product tutorial videos featured across both Instagram and YouTube. Post-activation, this campaign caught the eye of other beauty influencers who then reached out to apply for future programs.
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