JOAH Perfect Complexion Campaign

The JOAH Perfect Complexion campaign aimed to inspire and emotionally connect with audiences through strong influencer alignment. The diverse influencers recruited for the campaign each represented a different shade of the collection. The influencers showcased the products not as a way to hide imperfections but to embrace their positive features. The campaign objective was to educate audiences on the product features and application while driving awareness and sales to the JOAH website.

Each influencer had the products thrown into the frame to showcase how they apply them with voiceover instructions to engage and educate audiences. Once their look was complete, they threw the products out of frame. To extend the reach of the influencer content, we created a dynamic video utilizing select influencer content and edited it to show them passing the products to one another frame-to-frame. This exciting piece of content showed how the JOAH Perfect Complexion can be worn by anyone, of all skin types and that there is a shade for everyone.

The authentic experiences with the products (Eye Serum, BB Cream, NEW Cashmere Powder Foundation) showcased how each looked on various skin tones and textures. It also showed how each influencer utilized the products through different makeup techniques and how the products benefited their skin. The influencers urged their audiences to purchase the JOAH Perfect Complexion products to get the perfect makeup look.

The Joah Perfect Complexion campaign resulted in 7.3M impressions via organic and paid efforts combined, with a reach of 6.1M individuals. Our goal for the campaign was 4.3 - 7.5M total impressions, and we are pleased to have met the high end of our projection.

We’re also happy to report that the campaign received over 7.2M total video views with an engagement rate of 10.69%. This is extremely notable as the current ER benchmark for IG is <1% and for TikTok it’s 4.6%. This shows that our campaign was 10x more engaging than the average Instagram content and 2x more engaging than the average TikTok video. Through this engagement, the campaign content also achieved 25.9K clicks which shows strong purchase intent.