IPSY: Outperforming benchmarks in a saturated beauty market
A creator strategy that multiplied expected reach by nearly 9x and generated real subscription intent at industry-beating efficiency.
Performance Narrative
Challenge
Beauty brands compete for attention on social media, but sponsored content rarely feels authentic or achieves true virality.
Insight
Beauty audiences respond better to creators with strong identity, personal storytelling, and connection to diverse communities, especially when the brand is integrated naturally.
Strategy
Activate profiles aligned with IPSY's values — diversity, individuality, self-expression, and lifestyle — using organic, emotional content designed for sharing on Reels and Stories.
Creator Mix
4 creators with profiles in lifestyle, beauty, self-expression, comedy, and LGBTQ+ community.
Channels
Instagram Reels, Stories.
Amplification
Organic.
Key Takeaway
The campaign turned awareness into organic virality, reaching 39.8M views vs. 1.7M estimated, with 992.7K likes, 3.5K comments, 4.1K shares, 837 clicks, and $453.9K EMV.
+25X
ROI Generated
On initial investment
39.8M
Total Views
Massive reach
$0.44
CPM
Cost per thousand impressions
What did we improve?
- Low CPM: $0.44
- High volume of interaction and shares within a highly saturated category
What this means
- We multiplied the expected reach by more than 23X
- We generated real interaction with native-first content
- We optimized awareness costs within beauty & lifestyle
- We validated creators with strong cultural and community connection
Real Business Impact
- We generated real subscription intent and brand discovery
- More than 1M accumulated social interactions
- Significant increase in awareness and consideration among Gen Z and lifestyle audiences
- Soy Conder made the content go viral with +36M views on Instagram
"We transformed an awareness campaign into an organic virality machine, achieving performance far above industry benchmarks through culturally relevant content."
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