Influencer and social case studies for beauty, lifestyle and FMCG brands

Every case study here started with a real business problem: a launch that needed to land, a heritage brand that needed a new audience, a channel that needed to start selling. Here's what we made for brands including Vaseline, St.Tropez, Thayers, TRESemmé and ELEMIS, and what it did for them.

Creator in a pink ski jacket holding Vaseline-branded pink skis on the Vaseline GlutaHya ski trip

105M

estimated reach from one creator trip, Vaseline UK GlutaHya

Ashley Graham with the St.Tropez Ultimate Glow Kit on a balcony overlooking the city

44M+

TikTok views from a single launch, St.Tropez x Ashley Graham

32.4M

organic views, 819.6% above target, Thayers

The Girls Bathroom live show with TRESemmé in Boots, group in front of the branded screen

4mins

to sell out a live show in Boots, TRESemmé

We don’t make ads. We make moments people talk about.

Every campaign on this page started the same way, with an audience insight and an idea worth making before a single creator was briefed. That's why so many of the results reach beyond social, into search, into sales and into store. The work covers launches, always-on channels, creator trips, events and TikTok Shop, for global groups and challenger brands alike.

Two reads we'd start with today.

If you only read two, start here. These two campaigns show what happens when the idea comes first, and what that does for the brand.

Thayers: How we got the UK talking about Poreplay.

We launched Thayers toner in the UK with two cheeky creator campaigns and 20 influencers, driving 32.4M organic views, 819.6% above target.

Vaseline: The lip balm Gen Z couldn’t stop collecting.

We turned Vaseline's limited edition holiday lip balms into a TikTok collectible with mystery blind boxes, and drove $10M in Target sales in eight weeks.

All Our Case studies

Creators in pink ski wear celebrating on the slopes beside giant inflatable Vaseline GlutaHya Lip tubes

Beauty

Vaseline: The ski trip that made GlutaHya Lip the It Girl winter essential.

We took 12 creators skiing in Morzine to launch Vaseline's GlutaHya Lip Serum Gloss in the UK, and their 334 posts and stories reached an estimated 105M people.

Vaseline Gluta-Hya serum burst lotions chilling on ice in a pink cool box in Ibiza

Beauty

Vaseline: An Ibiza girls’ trip that kept the Gluta-Hya glow going.

We flew 10 creators to Ibiza to launch Vaseline Gluta-Hya, and their 202 posts pulled in over 5M views at a 16% engagement rate.

Creators holding Thayers Witch Hazel Facial Toner in TikTok videos

Beauty

Thayers: How we got the UK talking about Poreplay.

We launched Thayers toner in the UK with two cheeky creator campaigns and 20 influencers, driving 32.4M organic views, 819.6% above target.

Model in a flowing violet gown from the St.Tropez Supreme Violet Bronzing Mousse campaign

Beauty

St.Tropez: The violet mousse that had beauty lovers counting down.

We launched the new St.Tropez Express Mousse with seven hand-picked creators and a takeover of the brand's own socials, generating 12.3M views across paid and organic.

Creator talking to camera about hair loss in a Nioxin campaign video

Beauty

Nioxin: Real conversations about hair loss, with real people.

We partnered with 10 creators and gifted 200 more to make Nioxin the go-to for hair and scalp health, building 6.3M total reach across TikTok and Instagram.

Creator smiling with an ELEMIS Superfood sample tube and pot

Beauty

ELEMIS: How sample sizes sold a new generation on TikTok.

We put sample-sized ELEMIS SKUs in front of a new generation on TikTok and drove a 209% uplift in TikTok sales against the 2024 average, while ad spend fell

Creator holding a Vaseline Lip Therapy Minis mystery blind box

Beauty

Vaseline: The lip balm Gen Z couldn’t stop collecting.

We turned Vaseline's limited edition holiday lip balms into a TikTok collectible with mystery blind boxes, and drove $10M in Target sales in eight weeks.

Creators at the TRESemmé x The Girls Bathroom live event in Boots

Beauty

TRESemmé: Taking The Girls Bathroom live at Boots.

We brought The Girls Bathroom podcast to life inside Boots for TRESemmé Lamellar Shine, and tickets for the live show sold out in just four minutes.

Creators unboxing the TRESemmé PR mailer in TikTok videos

Beauty

TRESemmé: The PR box creators couldn’t wait to post.

We designed a TRESemmé Lamellar Shine mailer made to be filmed, and creators posted 322 pieces of content at a 64.4% post rate, 157.6% above target.

Want to see work in your specific category? Talk to us about what you're trying to achieve.

Our core service pillars

Creative Strategy & Insights

The idea, the audience insight behind it and the plan to make it happen, built on what Spark and Compass are seeing. This is where our best campaigns start.

Two Campfire team members talking over laptops in a meeting room

Influencer Marketing

Creator campaigns, product seeding and ambassador programmes, cast for chemistry as much as reach and planned in Creator Lab.

A creator filming to camera on a phone gimbal in Campfire's studio

Content Production

Social content made for the feed, from hero campaign films to high volumes of creator-style video for paid and organic.

Two Campfire team members reviewing a design on a large monitor

Social Media Management

Always-on management of your TikTok and Instagram, from content calendars to community.

Two Campfire team members discussing work at their desks

TikTok Shop & Social Commerce

TikTok Shop strategy, affiliate creator programmes and shoppable content that turn views into orders.

A Campfire team member setting up studio lighting for a shoot

Paid Media & Performance

Paid social, PPC and Search Ads 360, with creative made for performance rather than recycled from organic.

Two Campfire team members talking on a sofa with laptops in the office

Got a brief that needs work like this?

Tell us what you're launching, or what isn't working, and we'll come back with how we'd approach it.