OVERVIEW
Annemarie Börlind is renowned for its natural cosmetics with proven efficacy, crafted in the heart of the Black Forest, Germany. While the brand has a strong foothold in European markets, Annemarie Börlind aimed to establish itself as a credible competitor in the U.S. natural skincare market by emphasizing its high-quality, plant-based ingredients and innovative product offerings. Our goal was to build brand awareness and create buzz around the brand and new product launches through a comprehensive 360-degree campaign, incorporating organic social media, paid social ads, influencer partnerships, brand collaborations, and email marketing. This approach not only generated exciting content but also set up a funnel for e-commerce sales.
Campaigns
Eye Pads Product Launch | The Power of 10 Minutes
Background
To successfully launch Annemarie Börlind's new Eye Pads and demonstrate their efficacy in just 10 minutes, we developed a creative strategy to highlight the simplicity and effectiveness of incorporating them into daily routines. Our approach involved showcasing influencers multi-tasking by performing 10-minute tasks while experiencing the transformative effects of the Eye Pads.
Execution
We partnered with four influencers to create a series of Instagram posts and stories over three months. The campaign was further boosted through brand awareness ads, lead gen ads, traffic ads, Instagram sweepstakes, and newsletters. This multifaceted approach ensured our message reached a broad audience and engaged potential customers across multiple platforms.
Results
• Influencer Performance: The influencer collaborations generated 46 media assets, and posts resulted in 345k impressions and 15k engagements
• Meta Ads + Newsletters: With a modest budget, brand awareness ads delivered over 1.2M impressions. Traffic ads resulted in 10k landing page views, and lead generation ads secured over 500 new email subscribers, converting to more than $10,000 in Eye Pads sales on the website.
• Follower Growth: Partnerships with 9 brands over 4 giveaways drove a total of 700 new Instagram followers and added an additional 300 newsletter subscribers.
Conclusion
The "Power of 10 Minutes" campaign effectively showcased the convenience and rapid results of the Eye Pads, resonating with our target audience. The combined efforts of influencer collaborations, targeted advertising, and engaging content successfully increased brand visibility and drove sales.
2-Phase Shakes Product Launch | Shake Up Your Skincare Routine
Background
The Shakes Launch Campaign was designed as a 3-part educational series to introduce Annemarie Börlind’s innovative 2-Phase Shakes. At the core of this campaign were influencers and content creators, each focusing on a distinct educational or personal skincare theme. The three main campaign pillars included:
1. Product Benefits, Ingredients and Skin Types
2. The Importance of Activating Your Shake
3. How Shakes are Used in Skincare Routines
Execution
To bring the campaign to life, we collaborated with five micro-influencers and five content creators to produce a variety of engaging videos, tutorials, and testimonials. This content was then repurposed across email marketing and paid ads to reinforce our educational themes and maximize reach.
Results
• Influencers + Creators: The partnerships yielded 45 unique media assets, resulting in a 50% increase in engagement compared to the previous quarter.
• Meta Ads: By leveraging top-performing creator content in a traffic ad campaign, we achieved over 14.4k landing page views with a cost-per-result (CPR) of $0.28.
• Email Marketing: Our Shakes-themed newsletter generated over $8.5k in revenue.
Conclusion
The Launch Campaign increased brand awareness and consumer knowledge of the 2-Phase Shakes while driving traffic to the website. By partnering with influencers across diverse age groups and skin types, we were able to reach a broader audience, establishing the Shakes as a versatile and essential addition to any skincare routine. This campaign highlights the power of targeted influencer collaborations in amplifying brand messaging and boosting product visibility.
— SERVICES
360 Digital Strategy
Social Media Management
Content Strategy
Influencer Marketing + Seeding
Brand Partnerships
Social Media Ads
Email Marketing
— ROLE
Lead Strategist
Creative Direction
Project Management
Client Relations
— DATES
2021 – 2023
ONGOING ACTIONS + RESULTS
• 30 influencer partnerships resulted in 146 media assets, 1.2M impressions and over $20,000 in media value
• Executed 19 successful brand partnerships and sweepstakes with standout brands like, Fancii and Republic of Tea, resulting in 3.1k total new Instagram followers and 2.6k email subscribers
• Grew Instagram audience by 20% YoY through effective social media content and strategic brand and influencer partnerships
• Partnered with 6 content creators to execute 35 video concepts used across organic and paid social
• With a modest monthly budget, executed Meta brand awareness, lead gen ads and traffic ads to create a sales funnel. Brand awareness ad resulted in 13M impressions, 7.2M reach, and 514k EARL (people). Lead gen ads resulted in over 3,000 new email subscribers. Traffic ads resulted in over 46k link clicks with an optimized CPC of $.21.
• Grew email subscribers by 427% and generated over $60,000 in new and re-engaged customer sales through segmented email campaigns.