In today's world, cyber-bullying is all too common with 88% of students witnessing it every single day. 41% of teens, both boys and girls, have reported being victims of cyber-bulling for reasons such as looks, body shape, and race. But it's not just teens who are being affected. Anyone with a social presence has witnessed or experienced cyber-bullying first hand.
In an effort to help stop cyber-bullying, tarte cosmetics launched the #kissandmakeup campaign encouraging people to "stop being mean behind the screen!" Our goal is to generate awareness though our social platforms by encouraging fans to spread positivity rather than judge someone's appearance. If we can make an impact through kind words and simple compliments, the internet would be a much more beautiful place.
tarte kicked off the social awareness initiative, #kissandmakeup, in February 2016 with various social influencers on Instagram. We aimed to keep the initiative simple making participation easy for everyone. Together, we encouraged followers to take a photo with a kiss-marked hand, tag a friend to share positive vibes, and spread the word about ending cyber-bullying using the hashtag, #kissandmakeup. More than 15 of beauty's biggest influencers, with a social reach of over 20M, participated sharing their own personal stories of cyber-bullying and encouraging their followers to join the movement towards spreading kindness and positivity. Authenticity was crucial in inspiring others to participate and share their personal and at times painful stories.
It didn't stop there. We continued to build the campaign through cross channel promotion, contests and sweepstakes, custom collateral, live activations and more. This year, on National Kiss and Makeup Day (8/25), we did a complete #kissandmakeup takeover that started on our social channels with support from a new squad of beauty influencers, and spilled out onto the streets of NYC. Through Snapchat, Instagram and Twitter, we invited fans to meet us in Bryant Park to help us spread awareness about cyber-bullying. Participants who shared their #kissandmakeup pics received custom t-shirts and tarte lip products.
We've also created live activations during some of beauty's largest tradeshows such as IPSY and Beautycon to build stronger in-person connections with both men and women who have experienced and witnessed the harms of cyber-bullying. A dedicated #kissandmakeup booth, custom lip tattoos, and Snapchat filters help make the experience unique while encouraging social sharing.
The #kissandmakeup campaign continues to evolve and we're excited for what's to come. We hope that through ongoing positivity, we can help make not just the beauty community but social world, a little bit nicer of a place.
"Being on social I have witnessed and experienced cyber bullying. You never know what someone is going through so let's stop the negativity and spread love instead. Thank you TARTE for bringing awareness to this issue" - @iluvsarahii
The #kissandmakeup campaign has garnered over 277M social and media impressions with those numbers growing each day. More importantly, since the launch of the campaign we've brought the topic of cyber-bullying to the front lines of social media, proving that even the smallest acts of kindness can make a difference, brighten a day, or change someone's outlook.
Additional campaign results included:
- 200M social impressions
- 77M media impressions
- 2.6M measurable social engagements
- 22K pieces of user generated content
(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.)
The spirit of the campaign is best captured by @littlelizziev, one of the amazing people we are dedicated to supporting:
