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Sunkissed online campaign with rising beauty YouTubers delivers 300% sales growth

Rising YouTube influencer Jordan Lipscombe.

Bronzing beauty brand Sunkissed has seen a 300% increase in sales since launching its latest digital advertising campaign - #SunkissedReady – which features five of the UK’s fastest growing beauty YouTubers.

Created to promote the launch of the brand’s new Ultra Dark Selfie Ready Tan and new look Sunkissed cosmetics collection, the campaign features up-and-coming influencers Stephanie Toms, Grace & Grace, Amy Rose Walker and Jordan Lipscombe (pictured above) who create key looks using Sunkissed products.

Launched in March, the campaign has gone live on each of the YouTuber’s channels as well as advertising shorter edits on Instagram, Facebook and YouTube, achieving record engagement levels significantly higher than beauty industry averages.

Stephen Sharman, managing director of Rainbow Cosmetics - which owns the Sunkissed brand - said: “We’re delighted with the response to our #SunkissedReady campaign, which has already received over 3 million views and significantly impacted sales across all our retail channels.”

Mellissa Flowerdew-Clarke, marketing director of Manchester digital agency, Return, which managed the campaign, said: “With video view percentages as high as 52% on some of the creatives, Sunkissed is performing massively above the industry average of 9.4%, as set by Facebook for their vertical.

“Even more exciting, is that as of the campaign’s midway point, 54% of all viewers who watched 3 seconds of any campaign video graduated on to watch a minimum of 10 seconds. This means 54% of everyone who thumb-stopped, ended up having a real, intimate experience of a brand they had never previously interacted with on social. This is more than double the vertical standard of 20%, and ahead of the 8-second exposure deemed by Facebook to the be the key metric in developing brand awareness.”

She continued: “With a focus on paid sponsorship to deliver high-quality content to audiences outside of its organic reach, the campaign has been able to deliver Sunkissed’s exceptional influencer collateral to new audiences that have been specifically targeted to provide real business value, as they move through their journey across social, YouTube, organic and in-store.

“Using native-style, intimate content in formats such as Get Ready With Me, IG Stories and Tutorials has allowed us to grab the attention of Gen Z’ers and Millenials in a way that feels natural, authentic and engaging. Paired with precise, efficient targeting available to paid sponsorship, we’ve been able to marry the best of both worlds and deliver a powerful experience of the brand to young women across the country who were previously inaccessible to the brand.”

Based in Manchester, Return works with a variety of fashion brands, including Lamoda, Skinnydip, Oh Polly and Joanie.

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