Tanning brand Sunkissed has seen a 300% increase in sales through its website, boosted by the success of its digital advertising campaign with leading beauty YouTubers.
Launched in March, the Rainbow Cosmetics-owned brand's #SunkissedReady campaign features bloggers Jordan Lipscombe, Stephanie Toms, Grace & Grace and Amy-Rose Walker, who show consumers how to achieve different looks using Sunkissed products.
The campaign, which ran across each of the influencers' YouTube channels, as well as Facebook and Instagram, has reached record engagement levels, according to digital agency Return, which manages the campaign.
Return said: “With video view percentages as high as 51.74% on some of the creatives, Sunkissed is performing massively above the industry average of 9.38%.”
By partnering with the influential beauty YouTubers, Sunkissed has been able to reach a wider audience and who were previously unaware of the brand, Return explained.
“Using native-style, intimate content in formats such as GRWMs [Get Ready With Me, a common abbreviation in beauty tutorial videos], Instagram stories and tutorials has allowed us to grab the attention of Gen Zers and millennials in a way that feels natural, authentic and engaging.”
Stephen Sharman, Managing Director at Rainbow Cosmetics, added: “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.”
Sunkissed offers a range of tanning and cosmetics products, including the Ultra Dark Selfie Ready Tan, which launched earlier this March alongside the campaign.