Armani Beauty sought to enhance its influencer ranking, bolster cultural relevance, and deepen brand loyalty through strategic influencer activations and a robust creator relations program.
The campaign had two main content tracks: the first activated 149 unique influencers to showcase Armani’s products through evergreen and trending content, while the second focused on Creator Relations, where existing brand advocates were gifted Armani Beauty products. This approach enhanced overall share of voice ranking by delivering up to 40 creator posts per month, significantly increasing the volume of earned brand mentions.
We prioritized activating video-first creators with strong view rates and engagement rates to ensure consistent results. Trend-based, quick-turn content was also a focus, aimed at bolstering cultural relevance on social. Additionally, fostering strong, two-way relationships with both existing brand advocates and new creators was key to deepening brand loyalty and engagement. This multifaceted strategy allowed Armani Beauty to maintain a steady presence in the social media landscape, driving both awareness and engagement.
The campaign achieved impressive results, with content from the Creator Relations track generating 913 posts from 163 unique influencers, earning 75M impressions. Paid media amplification was essential, contributing 47.6M views and 924K engagements. Overall, the campaign successfully increased influencer ranking, enhanced cultural relevance, and fostered strong brand loyalty, demonstrating the effectiveness of Collectively's strategic approach.
