Beauty brand (anon.)
High community engagement led to increased purchase intent and (very) positive sentiment
Brief in brief
Awareness and consideration by engaging with wellbeing enthusiasts.
Opportunity
Our community of mums want to feel and look good whatever the occasion. As such, beauty and wellness is a huge topic on Mumsnet with users coming to our talkboards to share their favourite tried and tested products.
Partnership overview
Engage with the community and demonstrate the love mums have for the product using product benefits and targeting relevant audiences.
Partnership elements
Sampling: getting the product in the hands of our mums who then shared their positive opinions
Product test & Mumsnet Rated: testers reviewed the new product and because >80% would recommend to friends and family, it was awarded Mumsnet Rated
Talkboard sponsorship: driving stand out with the Style & Beauty subcommunity
Ask the community: mums sharing beauty tips and their most loved products
Influencer: talking product benefits in a way that engages their followers
Targeted Display: reaching a bespoke beauty and wellbeing audience
Results
Those exposed to the campaign were 26pp more likely to feel positively about the brand.
Those exposed to the campaign were 2.5x as likely to have very positive sentiment
Those exposed to the campaign were 26pp more likely to have purchase intent
Those exposed to the campaign were more than 2x as likely to have strong purchase intent
