Sally Hansen was launching Triple Shine, a nail polish targeted towards a younger demographic with it’s ability to maintain shine, while weathering water and wear. Big Fuel’s challenge: Make a “splash” with the polish launch through targeting millennials with content that felt authentic and was engaging.
Big Fuel created #ShineOn – a cross-channel, influencer campaign that showcased photos and videos of popular social personalities and customized nail art designed by Miss Pop Nails. Sally Hansen’s #ShineOn content was shared by four influencers within the music, sports, travel and fashion industries, which helped drive audiences to cross-channel content. Our influencers were carefully selected for “shining” in their own right (i.e. our music influencer was a contestant on The Voice). This helped elevate the content and show the young followers that if they push forward, they can shine like never before.
In total, there were 68 #ShineOn posts (51 from influencers and 17 from owned Sally Hansen channels)
Total Campaign Reach: 10,700,000+
Total Engagements: 998,000+
Compared to other, non-campaign months:
• April engagement levels on Pinterest increased by 31% over March
• Facebook fan growth grew 3% (nearly double the average)
• Across Facebook, Twitter and YouTube, #ShineOn content garnered 23%, 63% and 79% more engagements compared to other posts respectively