17 Cosmetics 12 Month Case Study
The Brief
The Brief
To celebrate the relaunch of the new 17 Cosmetics range, We Are SNS partnered with Boots to deliver a powerful 12 month, ‘always on’ influencer marketing campaign across Instagram and TikTok.
The influencer campaign’s key objectives were to drive brand awareness, create trend-driven content, and get maximum visibility for 17 Cosmetics. To achieve this, we created an influencer squad of 17 beauty believers, each passionate about Boots, cosmetics, and beauty. The squad created monthly content, attended launch events, festivals, and campaign photoshoots, and supported 17 Cosmetics’ involvement on Love Island. The campaign was agile and trend-responsive, allowing for timely, authentic content across social platforms.
What We Did
Influencer
TikTok
The Approach
We coordinated the 17 squad to produce authentic, visually engaging content that showcased the products in everyday and aspirational beauty contexts. Influencers were briefed to tap into trends, share tutorials, and participate in brand experiences, creating a seamless mix of Instagram and TikTok posts, Reels, Stories, and short-form videos.
The campaign also leveraged event coverage at festivals, in-house campaign photoshoots as well as supporting 17’s involvement in Love Island and behind-the-scenes content to strengthen the brand story, while maintaining an organic, genuine approach that resonated with the squad’s highly engaged audiences.
This allowed us to tap into trending themes on social media such as TikTok.
The Results
Over the first 12 months, the squad of 17 influencers with a combined following of nearly 3 million produced over 100 pieces of content. This generated 3.4 million in-feed video views and over 3 million impressions across Instagram and TikTok.
The campaign achieved 154,000+ engagements, averaging a 4% engagement rate, while sparking viral interaction and positive follower engagement around the 17 Cosmetics range. The content successfully amplified brand awareness, strengthened audience connection, and positioned 17 Cosmetics as a trend-driven, highly visible beauty brand.
Want to see more of what scaled influencer impact looks like?
Discover how we delivered 31.6 million reach in just 12 months for Colgate and how the right influencer strategy can turn content into measurable brand growth.
