tarte cosmetics partnered with larger-than-life personality, Bunny Meyer, or 'grav3yardgirl' as she's known as on YouTube, to collaborate on a custom, limited-edition makeup collection. Bunny, who has almost eight million YouTube subscribers and 2.7 million Instagram followers has inspired a millennial community, known as the "Swamp Family", to embrace their own version of beautiful, a message we feel strongly represents our brand mission. Her positive message around anxiety and bullying has encouraged fans to love & accept each other.
With her social community skewing younger, this was an opportunity to introduce them to the beauty world and the tarte cosmetics brand through affordable products that offer a plethora of looks. The palette specifically was designed to help people embrace their individuality and make it [the palette] their own.
It's Bunny's positive influence that inspired us to want to bring this collection to life, celebrating all things that make their "Swamp Queen" unique.
tarte cosmetics partnered with one of YouTube's most influential vloggers, 'grav3yardgirl' aka Bunny Meyer, to create a custom, limited-edition palette that celebrates individuality and encourages all to be their own kind of beautiful. From the very start, Bunny took a hands on approach to the collaboration working with us to select each shade, name, and packaging details as well as promote across her owned social channels. It was imperative that the collection was authentic since it was being dedicated to her "cult" following, the "Swamp Family."
Bunny was the first to announce the collaboration to her massive social audiences, whose excitement surpassed expectations generating tens of thousands of mentions across social channels. A few weeks following the announcement, we launched an online sneak-peek sale of the palette, which Bunny promoted on her social channels resulting in a sell out in just under two hours with record breaking traffic spikes.
With weeks to go until the actual launch, we worked together with Bunny to keep the buzz going. Using a mix of media across multiple platforms including Email, YouTube, Snapchat, and Instagram, along with contests and sweepstakes, they continued to provide reasons this palette was a must-have not just for members of the Swamp Family but for all beauty lovers both in the US and around the world.
The launch of the palette online and in stores, was a huge success driven by social and digital initiatives. The response received from fans was incredible and user generated content quickly accumulated making the fans themselves our largest and strongest marketing partners.
In addition, the digital marketing team supported the product launch across all channels including paid social, display, paid search, affiliates, PodCast advertisements and segmented emails.
The Grav3yardgirl x tarte collaboration garnered over 100M impressions, 12M video views, increased online conversion by 108%, selling 204% more palettes than our second largest palette launch to date. More importantly, during the launch of the collection there was a 35% lift in new customers for tarte.com. The campaign was successful in acquiring a new audience by creating a compelling product with a high-profile influencer who appealed to an untapped market.
Additional campaign results included:
- 6M Measurable engagements
- 50k pieces of user generated content
- 400% increase in Snapchat views on launch day
The Preview Segment exceeded all non-promotional benchmarks when we sent the launch email:
- OR: +159%
- CTR: +3,553%
- CVR: +843%
The launch drove a top 25 traffic day historically for tarte.com.
(Engagements include all like, comments, and video views on owned and first-generation influencer content. Engagements on content shared or reposted by followers was not tracked.)