IT Cosmetics
By harnessing authentic sentiment and engaging new audiences, Mumsnet helped build trust and sparked significant product interest for IT Cosmetics
“Mumsnet's ability to leverage organic sentiment and engage new audiences not only built a strong foundation of trust but also drove significant consideration and interest in our products.”
- IT Cosmetics (2024)
Brief in brief
Increase brand awareness and consideration for IT Cosmetics' CC+ Cream Original with SPF 50 and CC+ Cream Nude Glow. Position IT Cosmetics as the expert voice for makeup and skincare on Mumsnet.
Opportunity
Style & Beauty is a huge topic on Mumsnet as our community comes together to share their favourite tried and tested products with each other. Our community are naturally talking about and recommending IT Cosmetics, creating a strong foundation of trust.
Partnership overview
Leverage this organic sentiment to engage new relevant audiences and get them to consider buying IT Cosmetics.
Results
Ask the Expert: “Ask IT Cosmetics ambassador Rose Gallagher about complexion makeup, finding the perfect colour match and everything beauty-related”
2.3k pageviews, 106 engagements (+212% on KPI), 1 min 41 secs dwell time (34% on KPI)
Editorial review: Why Mumsnetters love IT Cosmetics’ CC+ cream.
5.8k pageviews, 1 min 37 secs dwell time (61% on KPI), 5.5% CTR for editorial content page (vs. 3% KPI)
Product test: Selected Mumsnet users try out the CC+ creams and share their reviews.
87% would recommend the CC+ Cream Nude Glow, 81% would recommend the CC+ Cream Original with SPF 50
Solus email: A dedicated email to our subscribers highlighting the CC+ creams.
High-impact display: Bespoke eye-catching display ads with glowing quotes from our product testers.
Run of site display achieved 0.06% CTR (vs. 0.05% KPI)
Style and beauty takeover: Sponsorship of our Style and beauty talkboard, featuring an engaging rich media display.
0.10% CTR (vs. 0.05% KPI)
