Generation Glow
Impressions in ~5 days
1.2m
Engagement Rate (400% higher than target)
12%
Total Reach
10m
A product that takes 8+ weeks to see results sounds like a disadvantage…
Well, we decided to show it as its biggest strength by creating our Generation Glow campaign that champions 56 Faces: a different unique face and story for every day of our 8-week LED transformation timeframe.
Delivering Shark and SocialChain’s biggest influencer campaign EVER(!!!), our launch day saw creators go live every 15 minutes from 8AM to 9PM across Instagram and TikTok, with a mammoth 112 pieces of content from macro to micro talent, aestheticians to LED newbies and more (a very big job for Google Sheets!).
We flooded the feeds of almost 10 million people and in just 36 hours, the campaign achieved 826,000 impressions (5 days later, this reached 1.2m!)
Whether they were wearing it to pilates, doing the food shop, or even as a jump scare for your partner, we showed how slotting Shark’s CryoGlow LED mask into everyone’s routine couldn’t be easier with personalised modes made for every skin type, tone, concern, lifestyle and life stage.
Our Generation Glow community truly blossomed - our creators began sharing and responding to other creators within our campaign and sharing their ✨ wow ✨ reactions to their results, creating a positive and welcoming space for their existing community as well as new users.
Our talent even delivered above and beyond — from creating Q&A’s on the mask, to posting extra content because of their genuine love of the mask and the community we helped foster.
We even had the internet create parodies of the content in the hopes of getting a mask and joining Gen Glow - scroll down to see!
My responsibilities:
Initial concept through to final delivery
Strategy, concept creation, art direction, copywriting, social media management, influencer management
Hand picking influencers and working with them, including briefing, reviewing multiple rounds concepts and footage from all 56 content creators
Creating strategic and comprehensive content plans across both paid and earned on our launch day. This content went live every 15 minutes for 13 hours across 2 platforms and Stories.
Content planning for the following weeks of launch, including a new phase of creators across owned and paid on IG, TT, and YouTube.
And as our talent said, the results really do speak for themselves…
Earned media delivered almost a million impressions in 36 hours (+132% above target)
Engagement rate was 12% (400% higher than target)
Paid media delivered 22.29 million impressions
1.2m impressions in 5 days
Total reach 10m
We even enjoyed some funny parody content! (not sponsored or contracted)
For even more context, check out @sharkbeautyuk