the project.
Since the summer of ‘69, Heritage Store has been on the journey of soul-to-skin beauty. When the American cult brand landed on UK soil and achieved a listing on Cult Beauty, the brand wanted to create lots of buzz and drive as many sales as possible to the online retailer. Q embarked on an organic micro-influencer campaign, building relationships with key beauty, mummy, lifestyle and sustainable skincare influencers and sharing the products with them in order to increase reach and engagement, as well as build awareness of the products.
Q collaborated with micro skincare influencers who shared the same values and ethics as Heritage Store. It was important that the influencers we worked with, and their followers, had a genuine interest in clean skincare and wanted to actively support minimal ingredients, ones that would talk about the story of the brand in an engaging and credible way. We looked for influencers who were passionate about clean and vegan skincare, inviting them to try the products and if they liked it, and it was effective for them, share branded content about the Heritage Store product explaining why they liked it and how the product benefitted their skin. Once we had a found our influencers, we invited them to speak to their audience and share educational reels and TikToks about the Heritage Store products. A number of giveaways were also set up as a sampling exercise to drive brand awareness.
Over the duration of the 6-month campaign, more than 100 posts, stories, reels and vlogs were shared recommending the brand, resulting in a reach of more than 20 million. The content was shareable and engaging, and focussed on the key benefits of the ingredients.