Rediscovering the

#Armani beauties community

The Strategy

01
BUILD AN AUTHENTIC MULTI-TIERED
COMMUNITY STARTING FROM THE BOTTOM

Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.

02
DRIVE BRAND AWARENESS AMONGST ARMANI'S AUDIENCE WITH A PRIMARY FOCUS ON GEN Z

Working with a large network of on-brand, Gen Z creators (harnessing unique versions of the 'Armani It-Girl' profile), coupled with bespoke trend-focussed briefs enabled us to stay close to culture, own moments and create heat across TikTok & Instagram.

03
Create Viral Moments for NPD

Cross analysis of NPD calendar against future trend forecasting supercharged our content output and additional marketing activity by developing pre-emptive trends that could be ownable to Armani Beauty.

FINDING THE ARMANI 'IT GIRL'

We developed 4 core archetypes of the 'Armani It Girl' which are based on key media audience targets, industry insights and social listening.

Each archetype represents a specific part of Armani beauty's audience, enabling a specific and inclusive approach. These profiles helped inform our creator discovery and outreach.

@EMMA_AUGUST
MADISON - YOUNG GEN Z
FOLLOWING
31K
ENGAGEMENT RATE
6%
@ASHLEYKALEEL
AMANDA - YOUNG MILLENIAL
FOLLOWING
30K
ENGAGEMENT RATE
3%
@DOWNHOMEWITHMEL
MIRANDA - MILLENIAL
FOLLOWING
3K
ENGAGEMENT RATE
5%
@LILIANAMADRIGAL_
ELENA - HISPANIC STAR
FOLLOWING
137K
ENGAGEMENT RATE
4%

ACTIVATING OUR COMMUNITY STRATEGICALLY

01.
BEAUTY SQUAD
500K - 20M

Our Armani ambassadors. Partnering on a long-term basis to foster authentic partnerships and brand loyalty. Spearheading creative concepts to trickle impact and influence through to lower-tiers.

01.
TREND SQUAD
50K - 250K

Drive engagement and creative exploration. Trend-led content that leverages Armani's platform for storytelling and provides an opportunity to tap into moments in a more reactive way.

01.
Brand Fans
1K - 25K

The core of the Armani Beauty community. A trend-focused, grass roots, insight engine. Trialing and targeting subcultures and niches to have a steady drumbeat of UGC.

LAYERING ALL INFLUENCER TIERS INTO OUR COMMUNITY AND OWNING MOMENTS

From launching #Pumpkin Spice Makeup with Meredith Duxbury to launching Gloss with Pookie, we have helped Armani have a voice at the right time, in the right place, with the right people.

@CAMPBELLPUCKETT
MACRO-INFLUENCE
FOLLOWERS
900K
VIEWS
9M
@MUSTHAVESXT
MID-TIER INFLUENCER
FOLLOWERS
250K
VIEWS
6M
@NOTSOBASICHANNA
BRAND FAN INFLUENCER
FOLLOWERS
13K
VIEWS
13M

Vitally, we continued to nurture this community. Spotting creators on the rise. Reacting to trends. Gaining access to insights that were better than any reviews. Our Armani Girls were coming together.

OUR RESULTS

OUR RESULTS

Armani Beauties take over your FYP

TOTAL CREATORS ACTIVATED
7.9
K
KPI
7848
TOTAL VIEWS
153
M
KPI
+60%
TOTAL CREATOR FOLLOWING
113
M
KPI
+95%
AVG. ENGAGEMENT RATE
7.8
%
KPI
+142%
TOTAL CONTENT OUTPUT
15
K+
KPI
+92%
TOTAL CONTENT ENGAGEMENT
4.8
M
KPI
+50%
LED TO 2024 ALWAYS-ON CAMPAIGN
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