17 Cosmetics Case Study
The Brief
The Brief
To celebrate the relaunch of 17 Cosmetics, We Are SNS partnered with Boots to execute an ‘always-on’ influencer marketing campaign across Instagram and TikTok.
The objectives were to create a squad of beauty believers passionate about cosmetics and Boots, while amplifying brand awareness, driving sales, and supporting social media growth. The campaign needed to be agile, trend-driven, and authentic, engaging audiences across social channels.
What We Did
Influencer
TikTok
The Approach
We curated a 17 Cosmetics Squad of influencers who produced introductory content sharing their love for beauty and their excitement about being part of the campaign. Communication was managed via Slack, allowing the squad to create reactive, trend-driven content in real-time.
Phase one focused on introducing the 17 Cosmetics range on their social feeds, combined with organic content from an exclusive launch party at the Bike Shed, Shoreditch. Phase two encouraged the squad to produce monthly content, suggest reactive trends, and create a fun project highlighting #17Hacks, keeping the campaign fresh and relevant.
The Results
The campaign successfully amplified 17 Cosmetics’ brand awareness and created strong engagement across Instagram and TikTok. The squad’s content sparked viral follower interaction and authentic conversations around the relaunch, while boosting sales and social media following. By combining trend-driven content, live events, and ongoing influencer activity, SNS helped 17 Cosmetics build a loyal community of beauty enthusiasts and a consistent, engaging social presence.
