Thayers: How we got the UK talking about Poreplay.
Thayers was launching its toner in the UK and wanted short-form content to lead the way. To cut through the noise we went a little unconventional, with 20 influencers across two campaigns, Time For Poreplay and Skincare Seduction, shaped by trend insight from Spark. The content delivered 32.4M organic views, 819.6% above target, and ranked Thayers third in the UK on L'Oréal's internal leaderboards.
Results at a glance
32.4M organic views, 819.6% above target.
3rd in the UK on L'Oréal's internal leaderboards.
26% increase in Thayers' share of voice.
A new toner on UK shelves. Time to get cheeky.
Thayers was bringing its facial toner to the UK market, and it had to earn attention in a skincare category that is never short of new launches. The brief was to harness the power of short-form content for the launch, in a way that would actually cut through the noise.
Launch Thayers toner in the UK through short-form creator content.
Stand out in a busy skincare category and grow Thayers' share of voice.
Less clinical, a little cheeky.
Toner rarely gets top billing in anyone's routine. So we gave it a name people would remember and a tone they wouldn't expect from a skincare launch.
01
The insights
Skincare content is full of routines that look and sound alike, and another product close-up is easy to scroll past. Humour travels further, but credibility is what persuades people to add a step to their routine. The creators who make people laugh aren't always the ones they trust for skincare advice, so Thayers needed both. Spark, our trend tracking tool, showed us which trends were gaining momentum, so every brief landed on something people were already watching.
02
The strategy
We partnered with 20 influencers across two campaigns, each with a different job to do, and used Spark to tie every brief to what was trending at the time.
Time For Poreplay
Creators from the relationship, lifestyle and comedy niches took a tongue-in-cheek approach, highlighting the importance of including Poreplay in your routine.
Skincare Seduction
For the second campaign we briefed key opinion leaders in the skincare space, writing bespoke briefs tailored to each influencer's niche and style, so the launch had expert voices behind it as well as laughs.
Trend-led briefs with Spark
Spark, part of Campfire's Cultural Intelligence Suite, helped give those briefs more relevance by tapping into current trends, which resulted in higher audience engagement.
Campfire services on this project
03
The impact
Thayers achieved 32.4M organic views, 819.6% above our target, and ranked third in the UK on L'Oréal's internal leaderboards. Its share of voice increased by 26%, and the campaigns attracted a younger, highly engaged demographic in key retailers. The conversation around the launch was overwhelmingly positive too, with 81% of interactions being positive. From the first Poreplay joke to the last skincare explainer, we went on to exceed every target set for the launch.