Beauty customer storyIsle of Paradise
How Isle of Paradise broke the barrier of entry into self-tan through using Octoly’s micro-influencers on TikTok to create authentic before and after content.
Garner authentic TikTok UGC
Isle of Paradise is a customizable self-tan for everyBODY, developed by celebrity tanner Jules Von Hep. Not a typical tanning brand, Isle of Paradise uses color-correcting technology and natural actives to create an all-vegan brand that champions self-confidence, self-love, and self-care. From being the first self-tanning brand to feature a plus-size model in its debut campaign, to founder Jules Von Hep’s continued advocacy of self-confidence and self-acceptance, Isle of Paradise is shaking up the tanning industry for all skin tones and types.
With a growing following across social media for their already established inclusive and positive messaging, Isle of Paradise approached Octoly to connect the brand with micro-influencers on TikTok to create strong before and after content of their bestselling, Self-Tanning Drops. Organizing this content had previously been a difficulty for the brand.
“Garnering strong before and after content for self-tan products can be tricky,” explains Noelle Cantarano, VP of Marketing & Innovation at Future Beauty Labs. “Because there’s still a stigma stuck to the category, we’re working to re-educate and show just how revolutionary Isle of Paradise products are.” While the product is their number one SKU, the brand wanted to focus on creating TikTok content with Octoly in the hopes of driving increased brand awareness as well as sales and volume outside of peak summer months.
If you’re on TikTok, chances are you’ve seen the Isle of Paradise Drops go viral. The #WakeUpAndGlow hashtag currently has 2.4 million views and the before and after content created with Octoly influencers generated ongoing buzz and awareness that fueled a significant sales increase for this product through Q4.The campaign has also been covered by Vogue under “TikTok-approved beauty products.”
“We were thrilled to see a significant uptick in Sephora sales of our hero sku following our campaign and we are also seeing Isle of Paradise trending on TikTok, with new videos surfacing daily keeping the brand top of mind,” said Noelle Cantarano. “Overall, we’re extremely pleased with the results, which blew the benchmarks out of the water.”
“The key to the success of the campaign’s before and after content was the authenticity created by using Octoly’s micro-influencers,” says Erika Borst, Influencer Marketing Coordinator at Future Beauty Labs. “We’ve seen that the return on investment with micro-influencers is impactful and authentic,” she says. “Everyone is now saying, to us ‘TikTok made me buy it.’”
Octoly worked with Isle of Paradise to connect the brand with micro-influencers for the #WakeUpAndGlow campaign on TikTok, breaking the barrier of entry into self-tan products by creating short-form video tutorials. The videos ran in conjunction with a TikTok ad campaign directing customers to Sephora, demonstrated how to apply the product and showed the result after leaving the product overnight. By using micro-influencers, Octoly could provide viral authentic before and after content and TikTok was the perfect platform for these fun, engaging, and educational videos.
Isle of Paradise has since used some of the content created by Octoly influencers across their social channels, sharing the videos on Instagram. They also have begun to contract some of Octoly’s talent to create content for ads and are currently leveraging Octoly to support new product and retailer launches for multiple brands within their portfolio.
The results in 3 months
“The key to the success of the campaign’s before and after content was the authenticity created by using Octoly’s tiktok influencers. We’ve seen that the return on investment with micro-influencers is impactful and authentic. Everyone is now saying, ‘TikTok made me buy it’.”
Erika Borst, Influencer Marketing Coordinator at Future Beauty Labs
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