The cosmetic industry has always felt most at home on Instagram, and influencer campaigns for beauty brands often bring in enviously high engagement rates. Rising beauty influencers have become the foundation of many brand campaigns, giving a much-needed personal touch to marketing. In short, they’ve become a central part of the beauty industry’s attempts to better resonate with consumers.
In the latest EOS lip balm marketing campaign, the brand features six new additions to their Flavor Lab lip balm line. A total of 19 influencers were involved in the creation of the new flavors, with many more involved in the wider influencer campaign.
The precautions EOS took for this campaign are worth noting—though they helped create them, the 19 influencers are not featured on the product packaging in any way; and the influencers involved were all trusted, long-term partners on EOS’s books. Perhaps wary that audiences are pushing for more transparency from beauty brands and influencers, EOS employed a strategy which was conscious of this trend.
YouTuber Aspyn Ovard has the second-largest following of the influencers in our sample, with 2.2 million followers on Instagram in addition to her 3.4 million subscribers on YouTube. Ovard uploaded two posts; one was a standard promotional post more in-line with others; one was a promoting a giveaway for one of her fans to win a customized box of the whole range of lip balm products.
Ovard scored an impressive 8.39% engagement rate for the post, the highest of any one upload for the campaign. She garnered 162,869 likes and 5,016 comments. As a demonstration of how successful giveaways can be, the increase in likes between this post and her other post was 4%—for her comments it was a 1,267% increase.
Adelaine Morin is another of the six mega-influencers for the EOS lip balm marketing campaign, but wasn’t one of the 19 influencers involved in the creative process in establishing the line. Her post features her using EOS’s lip balm while cheekily posing out the window of her car.
With 83,999 likes and 8,995, she accrued an impressive engagement rate of 7.75%. It’s worth noting that the comment count was the highest of the campaign—without the added incentive for followers of a giveaway of any kind. That’s a truly significant number and a good example of an influencer who commands substantial loyalty from her fan base.
Adri Reynoso is the smallest influencer of our sample—a nano-influencer—with just over 2,000 followers. Her post is more personal than many others, with the product featured next to her illustration of a lavender latte to complement the Flavor Lab flavor of the same name.
Reynoso drew 71 likes and 22 comments for an engagement rate of 4.29%, performing better than the 3.3% campaign average. It’s important to point out that the post features the tags #eosgift and #eosproducts but not the required #ad or #sponsored. Marketers should take precautions to ensure there’s no complications arising from a campaign.
With 51,000 followers, Julia Fodor is an emerging mid-tier influencer with what would be considered a modestly substantial following. Her post consisted of her showing off three flavors of lip balm in various settings, including being served on a plate accompanied by fruit.
Despite her efforts to inject some personal creativity into her post, she only got 541 likes and 16 comments for an engagement rate of 1.09%—the lowest of the campaign. In addition, it’s worth strongly considering the inclusion of sponsorship tags to keep all the bases covered.